Machines For Freedom and ROKA Launch Eyewear Collab For Bike And Outdoor Pursuits

September 22, 2020

Los Angeles, Calif. (Sept 22, 2020) – Machines For Freedom®, has teamed up with ROKA, to design two pairs of versatile, innovative and stylish cycling sunglasses. Machines, the inclusive women’s cycling apparel brand and ROKA, the award-winning performance sunglass and prescription eyewear brand, joined forces to collaborate on not only a stand-out product collection but also a shared mission to encourage more womxn to challenge the status quo and blaze their own path.

The collaboration offers two lightweight sunglasses; the GP-1 Series (MSRP $250), from ROKA’s Advanced Performance line engineered for on-the-bike efforts; and Oslo (MSRP $175), from their stylish collection of Modern Classics. a technical product with a stylish, lifestyle aesthetic.

Both ROKA and Machines For Freedom are heavily invested in creating premium performance products that also allow for an accessible experience. Helping create a more inclusive environment in the cycling space, the two brands are working hand in hand to offer products that perform at the highest level, but are just as functional and reliable as you need for the everyday. Machines For Freedom founder Jenn Kriske said, “This collaboration is all about celebrating those who ride, whether for fun, fitness, or for freedom. We want to bring products to womxn who get out there and give it their all, biking or living, and our versatile styles allow for just that.”

“We set out to redefine the standard for performance eyewear with every pair of sunglasses or prescription eyewear we design,” said ROKA co-founder and creative director Kurt Spenser. “We’re excited to partner with a like-minded brand that is unafraid to challenge the status quo by making elite-level performance technology accessible for everyone.”

Both the Oslo and GP-1 feature bendable titanium core wires and multiple nose pad sizes for a customizable fit, no-slip GEKO™ nose and temple pads, and a full suite of world-class lens coatings, including anti-scratch and water, sweat, and fog-resistant treatments.

The Roka x Machines For Freedom GP Series and Oslo are available on roka.com and machinesforfreedom.com from September 22, 2020.

For more information about Roka, please visit https://www.roka.com.
For more information about Machines for Freedom, please visit https://www.machinesforfreedom.com.

Media Contact: Kelsey McGrew, OutsidePR, kelsey@outsidepr.com


About Machines For Freedom
Founded in 2013, Machines For Freedom is an inclusive high-performance womxn’s cycling brand based out of California. Womxn-founded and lead, Machines is achieving its mission in representation and body positivity not only through product design and branding but through storytelling of womxn cyclists. For more information about Machines For Freedom please visit www.machinesforfreedom.com.

About ROKA

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. In just four years we’ve earned more than 30 patents and 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, including Olympic gold in triathlon and speed skating, as well as taking multiple Tour de France cycling stages wins and the Dakar Rally. 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.