ROKA

ROKA's journey began in the unlikeliest of places—a humble garage in the vibrant heart of Austin, Texas. On their quest for a better wetsuit, they quickly broke into and saturated the IRONMAN and triathlon market. But the story didn't stop there. ROKA continued to thrive as they seized the world of eyewear. From their manufacturing plant in Austin, Texas, they are making eyeglasses with performance features that world champions rely on that are lightweight, with a no slip fit & advanced lens coatings so that you can wear them anywhere.

They sought us out after seeing our work on another ecommerce website. Our partnership has lasted years. In our journey together, we've collaborated on projects and exciting web experiments, shaping optimal web features for their explosive growth.

It quickly became clear that ROKA wouldn’t be able to scale as fast as they wanted to due to Shopify’s 100 variant limit. Shopify allows up to 100 variants per product in their backend. According to Shopify, “Each product can have up to 3 options. The options can be different from product to product. For example, one product can use size, color, and style, and another product can use weight, finish, and material.” On Shopify’s side, this is primarily to limit the amount of data and data structures that they have to maintain as a service. Each combination of those is considered just one variant.

However, in efficient manufacturing practices not all products are a completely finished product - allowing the manufacturer to cross-use product components to keep costs down. So, ROKA wanted to offer a customizable sunglasses line with reusable components, but hit a roadblock due to this limit.