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ROKA was formed in a garage in Austin, Texas with humble beginnings and a laser-beam focus.

Our mission is to unlock human potential. To equip. Empower. Inspire. Ignite. We serve those who seek to redefine the standard, to push themselves to the limit – whatever and wherever that may be.

When we see an opportunity to innovate, to challenge the status quo, to disrupt a complacent or monopolistic market, we go all in.

Since our launch in 2013, our athletes have won over a dozen world titles and have been instrumental in the design and development of our patented and award-winning products. In 2016, we were proud to send 18 athletes to the Rio Olympics, and even prouder to take home Gold and Bronze.

With our debut eyewear collection in late 2016, we have set a new bar by making performance ultralight and by making sunglasses that stay put on your face even during the most extreme training and racing.

Featuring a suite of the world’s most advanced performance materials and patented technologies, our award-winning Ultralight Performance Eyewear showcases a range of advanced performance and classic styles that deliver on our promise to create the finest technical equipment on the planet, full stop.




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