Jason Aldean is flexing his fashion muscle through a new collaboration with the TrueTimber brand.
The country music star partnered with the Inman, S.C.-based camo/hunting brand on 10Stone, a lifestyle brand being sold at Walmart. The collection blends Aldean’s personal style and is grounded “in grit, family, faith and a deep respect for the outdoors.” It features T-shirts, hoodies, pearl-snap shirts, button-downs, jeans and caps.
“I love that 10Stone is a brand built for real life, and the collection reflects that. It’s resilient, versatile and hardworking — just like its customers across the country,” Aldean said.
The singer, who has more than 60 platinum certifications in his career and recently charted his 32nd number-one single, added: “10Stone is really an extension of the way I’ve lived my life and built my career. It’s inspired by the people I grew up around: hardworking folks who value quality and aren’t afraid to put in the work.”
He said his goal was “to create something that felt authentic to who I am and the audience that’s supported me for years. The tag line is ‘Premium Quality. American Grit.,’ and that’s really the foundation of everything we’re doing, and the foundation of a lot of our fans.”
Aldean added that he needs apparel that would work both on stage and at home. “I do put thought into what I wear on stage. It’s got to work from a utility standpoint — we are out there for three-plus hours performing live each night — but also want it to work with the show aesthetically.”
He was also insistent that the collection be reasonably priced. “Working with Walmart gives us the ability to reach people all across the country. It’s where millions of Americans already shop every week. We wanted to make 10Stone accessible without sacrificing quality.” T-shirts are $11.98, a hoodie or a short-sleeve pearl-snap shirt is $24.98, a long-sleeve button-down or a jean is $29.98 and a cap is $6.98.
Aldean said he was drawn to the name because it “represents strength, resilience and toughness, qualities that have always been important to me both personally and professionally. It’s about showing up every day, working hard and earning what you’ve got.”
“10Stone represents the kind of brand we’re proud to partner with — one rooted in the authenticity of the American spirit,” said TrueTimber chief executive officer Rusty Sellars. “By combining Jason’s vision with TrueTimber’s product expertise and experience creating the world’s bestselling camo, we’ve created a collection that feels authentic to the people who wear it.”