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ROKA was formed in a garage in Austin, Texas by two former Stanford All-American swimmers on a mission to build the world’s fastest wetsuit. Creating that first wetsuit ignited a fire in us to find more opportunities to innovate, challenge the status quo and disrupt complacent and monopolistic markets. As luck would have it, one of the athletes who helped us build that first wetsuit had a knack for winning very hard races in very cheap gas station aviators. We thought to ourselves, if we could design the world's fastest wetsuit, why couldn't we design the world's first performance aviator?

Our first pair of sunglasses, the Phantom, set us on a new mission to redefine the standard for what eyewear could be: ultra-lightweight shades that won't slip or fall off your face, without cutting corners on optical clarity or style. We built an industry-leading in-house design and development team and, 30+ patents later, we’ve more than doubled our product offering and launched Home Try-On to provide more ease-of-mind in the purchasing process.

We still design our product to do crazy stuff, like win stages at the Tour de France or an Olympic gold medal. But our most important design challenge is to make sure those same products kick ass for you, every day. Parents who beat the sun up to squeeze in their morning run, entrepreneurs hustling from work to play, adventure seekers who want to see the world through crystal-clear optics. We're confident they'll work for you, too, no matter how you move through your daily life.

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.

Redefine the Standard.


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