Jason Aldean launches 10Stone: a rugged apparel line sold at Walmart and TrueTimber

What 10Stone is and who it's for

Jason Aldean has launched 10Stone, a lifestyle apparel brand created in partnership with camouflage company TrueTimber. The collection is presented as rugged, everyday clothing aimed at people who spend time outdoors and who prefer straightforward, durable pieces.

The line includes jeans, shirts, outerwear, hoodies and hats. The pieces are described and shown as casual and crafted for outdoor life — practical items meant for work, travel and time off the pavement.

Where to buy and price points

10Stone is available online through TrueTimber's website and sold exclusively at Walmart stores and Walmart.com. Pricing on the TrueTimber site and Walmart listings aligns with typical mass-retail ranges: jeans at $29.98, a heavy fleece pullover at $39.98, T-shirts around $12 and hats selling for under $7. Those numbers place the line in a value-conscious bracket, aimed at customers who want durable, no-frills apparel without a premium price tag.

Brand positioning and messaging

TrueTimber's site frames 10Stone as built on "authentic style, accessible quality and a hard-earned way of life." The copy emphasizes long days, backroads and stages, and uses phrases like "Premium quality. American Grit." The public positioning aims to connect Aldean's touring and outdoors lifestyle with apparel designed to stand up to daily use.

How this fits Aldean's business activity

Clothing is one of several ventures Aldean has pursued. He operates a restaurant and bar brand, Jason Aldean's Kitchen + Bar, with four locations including Nashville, Gatlinburg (Tenn.), Pittsburgh (Pa.) and Las Vegas (Nev.). He is also a part-owner of Buck Commander, an outdoor brand founded in 2007 with other partners. Those existing ventures show Aldean has moved beyond music into hospitality and outdoor retail partnerships.

What shoppers should expect

Expect straightforward, mass-retail availability and conservative price points. The styles shown are practical rather than fashion-forward: denim, tees, fleece and hats designed for everyday outdoor wear. If you prefer to try items in person, Walmart's store network lets you see fit and fabric before buying. If you prefer online shopping, the collection is listed both at TrueTimber and Walmart.com.

Quick practical takeaways

• The line combines Aldean's outdoors/tour life image with TrueTimber's product experience.
• Pricing is set to match Walmart shoppers rather than upscale outdoor retailers.
• The collection is positioned as versatile work-and-play apparel, not performance technical gear.