Jason Aldean launches 10Stone apparel brand with TrueTimber

Country singer Jason Aldean has launched a new rugged lifestyle apparel brand named 10Stone. The venture is a collaboration with the camouflage company TrueTimber.

The collection includes items such as jeans, shirts, outerwear, and hats designed for outdoor lifestyles. The products are available online through the TrueTimber website and are sold exclusively at Walmart. Pricing for the line is positioned competitively with other retailer offerings, with jeans priced at $29.98 and t-shirts around $12.

This apparel line marks a new business expansion for Aldean, who already operates Jason Aldean's Kitchen + Bar in several locations and holds a partial ownership in the outdoor brand Buck Commander.