When I started KUIU I dreamed of a brand that focused only on what is truly best for the customer is every aspect of the business. I dreamed of creating the absolute finest products that I could possibly make regardless of cost. I dreamed of using the world’s most advanced technologies and materials to lower product weight to maximize our customer’s performance in the mountains. I dreamed of sharing everything with our customers so they would have complete trust and confidence in the products when facing the most challenging conditions in the world. And I dreamed of removing valueless retail mark up because it was the right thing to do for our customer.

I knew this dream could not be realized unless I changed the rules of business and it is this dream that created KUIU.

I worked with our amazingly talented Video Producer Blaise Douros to capture My Dream in a short video and I am excited and very proud to share it with all of you.

As I tell my kids everyday—-DREAM BIG


This article has 48 comment(s)

  1. Armosino

    Awesome video Jason!
    Love seeing the Nahanni shots, you Brenden, Brady and Jeff and your awesome Nahanni ram.
    We are all the beneficiary of your dream, keep on dreaming!
    See you at the Sheep show!

    • Jason Hairston

      Thank you Tom. I look forward to seeing you there. I do not get there until Friday afternoon. Make sure you stop by and say hello.


  2. Eric Brown

    I have been following these products (purchased some), and plan to purchase more. I have also visited the store just prior to Christmas.
    I know that you are likely extremely busy, and this a “cold email”, but I would really like to talk to you and get a sense of the companies future plans, (short term and long term) and what you see for future opportunities with KUIU. Specifically, around staffing/employment and/or investment opportunities?
    Thank you in advance

    • Jason Hairston

      Shoot me an email jasonh@kuiu.com

  3. Jorma Sharpe

    You’re dream, vision, passion and pursuit to execute your business model is AWESOME!!! I am a proud customer, advocate and even salesperson for your products! I fully believe you have set a benchmark in not only the hunting community but also in retail sales overall. Thanks for all that you do for us!!!

    I wear my KUIU gear with pride
    Jorma Sharpe

    • Jason Hairston

      Thank you Jorma for the kind words!


  4. Rick Wittenbraker

    Really well done and articulated, Jason. Big fan of what you are doing – from product to brand to story. Keep up the great work.

    • Jason Hairston

      Thank you Rick!

  5. Mike


    • Mike

      Well that didn’t work right the first time lol. Great stuff Jason!!

      • Jason Hairston

        Thank you Mike.

  6. Doug Wells

    Jason, I always dreamed of being able to hunt dall sheep in the mountains, but I thought I was too old at 65. After buying all Kuiu gear at the SCI show, I found out that excellent gear and mental preparation was all I was lacking. The final step was meeting Stan Stevens from McKenzie Mountain Outfitters and in August I fulfilled my conquest with a 12 year old ram. Thank You for all your quality products and I look forward to this years SCI show.
    Doug Wells

    • Jason Hairston

      Doug, thank you for sharing! Hearing stories like this makes all the hard work and sleepless nights so worth the struggle.


    • keith

      Drop some photos on us Doug

  7. Jeff M. Valunas


    I’m looking forward to my KUIU upgrades, this coming year!
    Can’t wait to see, what you and the crew, have planned!

    Suggestions are available! 🙂 LOL!

    Keep us informed, as always-

    • Jason Hairston

      As always Jeff, thank you. I sincerely appreciate your longtime support.


  8. Latigo Hext

    I made the switch to Kuiu about 3 years ago, and I couldn’t be more happier with the switch. Every year you impress me with the improvements that are made to the gear so a customer can get the best performance while in the field. As a professional guide I truly appreciate the effort that your company puts out from your customers service to your product development. I’m looking forward to seeing what you will be coming out with in the future, also hope to see you at the Sheep Show tomorrow.


    • Jason Hairston

      Thank you Latigo. I do not get to WSF until Friday early afternoon. I look forward to seeing you.


  9. JB Neans

    Amazing video…So glad to have found Kuiu. Got in my first two pieces today (Ultra Merino 210 hoody and alpine pants) both pieces have great hand feel and attention to detail is apparent. Very happy to be replacing/adding to my previously favorite Sitka gear. Thanks again for dreaming big and giving the hunting / outdoor world what it has been missing.

    • Jason Hairston

      JB, I really appreciate the kind words. It makes all the hard work so worthwhile. Thank you for taking the time comment.


  10. Mike Williams

    Jason Thank You! For excellent cutting edge products and service. (Ben is the Best!) keep the dream and the fantastic results comin… Mike. Inner Circle Supporter

    • Jason Hairston

      Thank you Mike for taking the time to comment.


  11. Gregory S. Jackson

    Great video, Jason; it made me smile and helped keep some of my hunting dreams alive.
    Another quality “production” from KUIU!

    • Jason Hairston

      Thank you Gregory!


  12. Amy Bechtold

    My dream is that Kuiu starts a women’s line and that I get to test out the products. Just sayin…

  13. Ben Tompkins

    Nice work Jason! I wish I would have had the ambition you did. I’m super jealous, but hard work pays off and we often get what’s coming to us as you have. I’m excited to see what you put out this year. I’m sure you get many suggestions but I would love to see a merino/polyester blend (like Rab makes)as well as a really tough hunting pant specifically made for the rain forests of Oregon on the West side. . Like Amy Bechtold said, “Just sayin…” ha!

    • Jason Hairston

      Thank you Ben for the comment.


  14. Scott Knight

    Jason & Team – Great video. Congrats on your success! Thanks for sharing your dream with us through the innovation, quality products and gear to allow us to pursue our outdoor adventures.

    I look forward to future innovation and all that the KUIU team has in store. Here’s to continued success!

    Scott Knight

    • Jason Hairston

      Thank you Scott!

  15. jeff fairman

    Have had a chance to test your gear out sking, hunting and steel head fishing in pretty extreme conditions this winter. All performed great. It would be really grand if you would consider waterproff pants with a thin wieght neoprene stocking foot. As well as light-wieght chest high waders with a built in lace up hiking shoe. Of course only in Camo.

  16. Scott Y.

    Jason – beautiful video and thanks for sharing. KUIU is the most inspiring company I’ve ever come across. I’m a non-hunter that is looking into buying a bow, taking archery lessons and going on my first hunt. I really admire what you’ve done.

    • Jason Hairston

      Thank you so much Scott.

  17. jeff wolcott

    Congradulations on your success, you have earned it

  18. Kirk Goehring


    Great Video, and let me also say that I can’t tell you how excited I am to have found your products. I am 6’6″ and have been hunting my most of my adult life with a mixture of brands, all of which don’t fit, or perform like I thought they would. After one quite miserable morning 25 feet up a White Oak Tree in Wayne County Illinois hunting whitetail, where after a 6 hour driving rain and where the temperature dropped from in the 40’s to lower 20’s and the wind picked up to 35mph, I found myself so cold that that I feared I couldn’t even get down our of the stand safely. I told myself it will never happen again. I recently purchased a complete Kuiu system, plus a few items :), and although I bought it so late in the year I honestly haven’t had a chance to try it out in actual extreme temperatures or conditions, I can see and feel the quality, and actually look forward to testing it in those same conditions this upcoming year. I take several trips a year to South Dakota for Pheasant, Iowa and Illinois for Whitetail, and although I wont be in the mountains anytime soon after something more difficult and challenging, I know its on my radar now since I am now properly equipped. To finish this long post up, thank you for making your gear long enough to fit us tall guys. I’ll be a customer for years to come because of that one fact.


    Kirk Goehring
    Jackson Tn.

  19. Chris Stuhr

    I was skeptical that something so thin and lite could be very warm. So I gave it my best off season test. After a recent foot of snow, I went for a 20 mile rip on my tracked up 4 wheeler on Lake Minnetonka. It was 20 degrees out with a 30 mph wind. I suited up my lower half with the old stand by, and had a long sleeve shirt under my guide jacket on my upper body. I was amazed that my chest and arms never got cold! I could feel the wind press the jacket against my body, but it didn’t penetrate. By the time I got home, I was encapsulated in snow, but never got wet or cold. I will have a full set by next hunting season!! Thanks for an Awesome product! I really like that part of your design thinks about the taller hunter. Very few offer talls, where Kuiu has that factored in. Awesome

    • Jason Hairston

      Thank you Chris!

  20. Michael Northrup


    Great vision and work ethic! Thanks for your products. As an avid mountaineer, professional sea kayak guide and hunter I have often struggled with buying separate equipment for all three endeavors. Kuiu has helped bridge the equipment gap for me. Thanks again!


    • Jason Hairston

      Thank you Michael! I appreciate it.


  21. Nate Hales

    I found Kuiu last year after doing some research into high-end hunting apparel. I had been fighting purchasing Sitka clothing for a while because I’m the kind of guy that hates buying something just because everyone else has. So I started doing some research to find something better and came across the name Kuiu. I looked into it by reading your stuff, looking up your processes and materials used, online reviews and watching your videos and have been impressed ever since. I wear Kuiu because I believe it is the best out there, love the business model and will help me have a better hunting experience. Watching this video solidifies that belief. Awesome video!

    • Jason Hairston

      Thank you so much Nate. It is great to have you as part of the KUIU family.


  22. Tom Hooker

    I am celobrating my third year clean of cancer. While I was battling it I made a pact with myself that when I beat it I was going to celebrate by purchasing some really good camo and gear as a gift to myself for kicking cancers butt. While I was going through a year of chemo and radiation I did tons of home work on all brands being offered and it came down to you and one other similar brand. I liked your camo pattern and the materials the best but I also liked your business plan that allowed me to purchase more camo for less money. Thanks to that plan I have almost your whole line in both patterns. I’m lacking your rain gear and boots that I plan to pick up this year. Thanks for living your dream and allowing us to benefit from it.
    Tom Hooker, St. George, Utah

    • Jason Hairston

      Thank you Tom! I really appreciate the kind words.


  23. David Young

    Found your product last year and now own seven pieces, including the bino harness, and really like the light weight..All my friends are now using your gear and love it. We hunt from climbing tree stands and really need for you to develop a set of bibs with the 3DeFX+ like in the Kenai jacket. (And it would be great if it were water proof?) if you could build a product like that it would be a winner amount us bow hunters. Either way it’s still great I killed my biggest whitetail to date 166.128″ this year dressed from from head to toe in KUIU gear and it was 25′ that morning and dead still. At 26 yards he never heard a sound out of the Kenai jacket or the Chinook I was wearing over it. Thanks for a great product, and the video made me want to get out there!


    • Jason Hairston

      Thanks David! I appreciate the feed back input. Congrats on your buck. Email us your photos. album@kuiu.com I love to show off our customers!!


  24. Amy Bechtold

    Latest KUIU video was outstanding from the scenery to the information contained within. Jason, thanks for sharing it. I’ve purchased lots of KUIU gear for many on the men in my life and have heard only rave reviews from all of them. I’ve earned numerous hall passes. Can’t wait to start wearing your women’s line if you guys put one out there…Happy that the men in my life have awesome gear and probably goes without saying that I’m a tad bit jealous!

    Again, video was a great watch.


    • Jason Hairston

      Ahhh Thank you Amy! I always appreciate it. As you know I am a long time 3 Rivers Customer, thank you for the support.


  25. Kale Bailey

    I really enjoy the brand Kuiu as a 14 year old kid I don’t know that much about clothing and pricing but I recently purchases the guide dcs coat . This coat is wonderful and lives up to my aspects if Montana hunting thank you Kuiu or the great produced and I really enjoy the bold hearing how this wonderful product got started !!! #kuiucrazy

    • Jason Hairston

      Thank you Kale!