TrueTimber and Jason Aldean Launch 10Stone Apparel Line at Walmart

# What 10Stone is 10Stone is a lifestyle apparel brand inspired by country music artist Jason Aldean and developed in partnership with TrueTimber. The collection aims to combine modern Western styling with practical, durable clothing intended for long days, work and outdoor life.

# Where to buy The line is exclusive to Walmart stores nationwide and Walmart.com. TrueTimber and related outlets list store locators and brand pages for shoppers who want to find items in their area.

# Product focus and positioning 10Stone's assortment centers on everyday rugged staples: jeans, outerwear, hoodies, hats and similar casual pieces. The messaging around the brand highlights durability, approachable pricing and a stylistic link to the American West and hard work. TrueTimber framed the collaboration as aligning Aldean's personal style with TrueTimber's decades of apparel sourcing and camo design experience.

# Who's involved

• Jason Aldean: the creative inspiration and public face behind 10Stone. Marketing materials connect the line to his touring lifestyle and country image.
• TrueTimber: provided product development experience, sourcing capabilities and outdoor-heritage branding. TrueTimber described itself as contributing the company's expertise in designing and delivering apparel at scale.
• Murray Road Agency: served as TrueTimber's agency of record and helped with brand development, corporate partnerships, social media, content, PR and launch strategy.

# Brand message and target customer 10Stone's stated promise is "Premium Quality. American Grit." The brand is positioned for customers who want clothing that looks contemporary with Western roots, yet functions for work, travel and outdoor activities. Marketing language stresses resilience, versatility and value.

# Launch timing and marketing context The retail debut of 10Stone aligned with Aldean's touring schedule and the release of his album Songs About Us. Promotional activity includes social channels for 10Stone and TrueTimber pages where shoppers can follow news and product drops.

# Availability and expansion plans At launch, 10Stone is sold at Walmart nationwide and online. Murray Road's materials indicate an expanded retail presence planned through the fall 2026 season.

# Brand background notes TrueTimber, founded in 2005 and headquartered in Inman, South Carolina, is known for realistic camouflage patterns and a wider line of outdoor apparel and accessories. 10Stone is described as a modern lifestyle brand built on that outdoor heritage and Aldean's lifestyle influence.

# Practical takeaway for shoppers If you want rugged, Western-influenced everyday clothing at accessible price points and prefer one-stop mass retail, look for 10Stone at Walmart or Walmart.com. Expect basic workwear pieces rather than high-fashion items, marketed for durability and everyday comfort.