After hanging up his football cleats, former NFL player Jason Hairston set out to solve a problem he sees in traditional retail — that shoppers are getting ripped off.
Hairston founded Kuiu, a hunting gear and apparel e-commerce company. Kuiu seeks to eliminate much of the hefty premiums big-box retailers place on merchandise.
In traditional retail channels, customers might pay as much as $400 for a jacket that cost the retailer $100, or four times the cost, Hairston told CNBC's "Squawk Box." "I just didn't understand how that value was justified."
Instead, Hairston said he sells higher-quality jackets that cost him $150 for $300, or double the cost.