INMAN, S.C. – April 23, 2026 – TrueTimber, the world’s best-selling camo, is proud to partner with 10Stone, an all-new lifestyle brand inspired by country music artist Jason Aldean, available at Walmart. The brand will be introduced through an exclusive first release at select Walmart locations, featuring a limited assortment of new apparel. This early offering serves as a preview of the full 10Stone line set to launch nationwide later this year.
The retail debut of 10Stone coincides with the release of Aldean’s new album, Songs About Us, and will be available ahead of his show at Sanford Stadium in Athens, Georgia on April 25. A brand born on tour, the new line will make its very first appearance at select Walmart stores in Athens prior to Aldean’s tour stop, giving fans an exclusive opportunity to purchase 10Stone apparel while supplies last. Beginning April 20, fans will have exclusive access to select products from the new line, available at the following Walmart locations:
- 4375 Lexington Rd, Athens, GA 30605
- 1911 Epps Bridge Pkwy, Athens, GA 30606
“10Stone is a brand we’ve been excited to partner with as it comes to life, and working with Jason made it a natural fit,” said TrueTimber CEO Rusty Sellars. “It’s built around authenticity and the kind of grit that defines both Jason and our customers. As we continue to expand our programs with Walmart, this launch builds on a model we’ve proven—delivering premium apparel with a strong identity at an accessible price.”
10Stone’s partnered launch underscores the continued growth of the relationship between TrueTimber and Walmart, demonstrating a shared commitment to quality and an authentic outdoor lifestyle. The full 10Stone apparel lineup will be available at Walmart stores nationwide in Fall 2026.
Media Contact
Anne Stuart Cox | TrueTimber
annestuart@murrayroadagency.com
About TrueTimber
Founded in 2005 and headquartered in Inman, South Carolina, TrueTimber has become a leader in developing hyper-realistic, performance-driven camouflage patterns and the apparel and accessories built around them. Each TrueTimber pattern is created through extensive field research, advanced imaging, and rigorous testing to ensure it blends naturally into the environments hunters and outdoorsmen encounter most. That same commitment to innovation carries through to the brand’s full line of apparel and gear, which is designed for durability, comfort and reliable performance in the field. TrueTimber products are available at retailers across the United States and Canada, contributing to its position as The World’s Best-Selling Camo. For more information, visit TrueTimber.com.