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Our Story



Strategically placed throughout the mixed hardwood and pine forest of Inman, South Carolina, deer stands loom in the trees.

It was from one of these quiet stands that our successful brand emerged in early 2005. TrueTimber’s founder and CEO, Rusty Sellars, captured the ground beneath his deer stand on camera and brought the photo to his fabric mill for computer engraving and digital output. By capturing elements of brush, twigs, limbs, bark and leaves from their natural environment, a best-selling camouflage pattern was born. It was at that moment that Rusty, his wife Paige and sons; Hunter and Cody made a commitment to build a company dedicated to creating the industry’s most realistic camouflage patterns, using only the highest definition digital imagery available.

Over the course of the next 10 years, the Sellars family would build TrueTimber into a one-stop shop for everything camouflage, including; pattern design and licensing, textile printing, apparel wholesale and manufacturing, hydrographic film production, and even a retail store to sell products directly to local hunters.

Today, TrueTimber products can be found in retailers across the United States and Canada. It continues to be one of the fastest growing camouflage companies in the world with much more on the horizon.



The Humble Beginnings


TrueTimber’s® CEO, Rusty Sellars worked in a Tool

and Die Shop for 11 years.


In 1994, Rusty accepted a job with a textile fabric finishing company his dad started and was 50% owner in and without warning he became unemployed after his father sold the company after only one year. Inspired by his wife Paige, In 1995 they started their own business selling textile products from their carport and mini warehouses.

The Growing Business


In 1996, they purchased a 10,000 sq. ft building which was located in Boiling Springs, South Carolina, where they continued selling a variety of overrun textile products that included throws and tapestry products.



The Self-Taught Trade


In 1997, the throw and tapestry craze began to fade and/or move offshore so Rusty made the decision to take the company in a new direction.


They began buying and selling closeout or overrun fabrics

to keep the business moving forward. Rusty was always captivated by print machines and print production of fabrics; so with minimum previous knowledge of the printing industry Rusty began teaching himself this trade.



The Good Investment


In 1998, Rusty’s path connected him to a man taking a print machine to the scrap yard. He purchased the machine for $1,500 but it needed a lot of parts and maintenances. Rusty’s 11 years of experience in the Tool & Die trade helped him get the print machine back in operation and now TrueTimber had it’s first print machine. Rusty, Paige and their two sons Hunter and Cody were soon printing fabric for customers both here in the US and exporting fabric to other countries.



The Necessary Upgrade


In 2000, TrueTimber expanded by adding 2 new print machines. Soon after the business upgraded by adding an additional 20,000 sq. foot building with a loading dock, a luxury not available to the company in previous years.



The Birth of a Company


In 2005, Rusty was approached by a customer whom was fed up with the licensing difficulties from some of the top camouflage companies to date. He told Rusty if he could create a camouflage pattern he would put in a significant purchase order. The pattern was named “Hidden.” It sold fast and became a hit with the local hunters. TrueTimber Camo was born and taking the market by storm. The first TrueTimber logo was created and the journey began to be one of the top camouflage companies in the world.



The Original Lineup


In 2008, TrueTimber began expanding the variety of patterns they offered to customers. The first patterns included: Hidden, Harvest, Conceal Brown, Flooded Timber and MC2. TrueTimber was growing at a relentless rate and began catching the attention of larger retail stores.



The New Face


In 2012, TrueTimber introduced a new sleek and modern logo design. The new logo includes two T’s shaped to form the outline of a deer head with antlers. It also includes a C, which is representative of the brand’s main product line, camouflage patterns and clothing. The new logo emerged from a company rebranding and reorganization, which strengthened TrueTimber in all future sales and growth.



The Unexpected Visitor

In 2014, TrueTimber partnered with Bass Pro Shops. This partnership aligned CEO’s, Johnny Morris and Rusty Sellars who’s primary mission is to expand and promote the

TrueTimber brand within the outdoor and sports market. Today, TrueTimber is the proprietary camo brand sold

at Bass Pro Shops.



The Nascar Legend


In 2015, TrueTimber announced that NASCAR driver Dale Earnhardt Jr. will become a partner in the business along side Rusty Sellars and Johnny Morris. This aligned 3 partners that built successful businesses working along side their families putting in many long hours and sacrifices along the way. Within JR Motorsports, Hendrick Motorsports, and Earnhardt Outdoors, TrueTimber is now the exclusive camouflage provider.



The Exciting Future


Today, TrueTimber is one of the leading camo brands in the United States & Canada. The customer service behind the scenes at TrueTimber is superior and has taken 20 years to build. This solid foundation was constructed by past experiences and trials and has set TrueTimber up for perpetual success in the future. TrueTimber continues to push the limits of print technology to deliver customers the most realistic camouflage patterns as well as be a one stop shop for apparel, fabrics, manufacturing, licensing, and hydrographic.



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