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Tested, trusted & inspired by the world’s best athletes, ROKA eyewear is engineered to accomplish the impossible.

ROKA was founded in a garage in Austin, Texas by two former Stanford All-American swimmers on a mission to redefine the standard for performance design. Since launching in 2013, we've built an industry-leading and award-winning in-house design and development team that engineers the most technical eyewear and gear on the planet.

Our athletes have won numerous world titles across a wide variety of sports and challenges, including Olympic gold in triathlon and speed skating, and we have equipped riders to multiple Tour de France cycling stages wins and equipped drivers who've won the grueling Dakar Rally off-road race. We design our products to accomplish the impossible in order to make sure they’ll perform for anyone, anywhere—no matter how big or small the challenge.

How We Do It

Through a direct business model, we deliver the best products possible, as soon, and only, when they are ready. Unconstrained by the long lead times to secure floor space and the thin profit margins of the retail model, we’re able to pass along those savings and to deliver innovative, premium products, direct to you from our warehouses in the US and UK.
ManufacturerManufacturer - Manufacturer - ROKAManufacturer - ROKA - arrow rightManufacturer - ROKA - Consumer Direct to Consumer Diagram
Direct to Consumer Model