TrueTimber was created in 2005 when founder and CEO Rusty Sellars was on a deer hunt in his native South Carolina. Sitting in a stand surrounded by hardwoods and pines, Sellars looked down at the forest floor and noticed the colors and patterns that were naturally occurring. He snapped a photo then headed to his fabric mill.

Since then, the Sellars family—Rusty, his wife, Paige, and two sons, Hunter and Cody—have built 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 U.S. and Canada. For more information, visit