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 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 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 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 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.