About Us


Since 1979, ROKINON lenses and optics have been synonymous with unparalleled quality, performance and value. Today, the ROKINON brand continues to deliver on its stellar reputation by providing affordable precision engineered and innovative imaging products. As one of the largest and most popular brand of DSLR and Cine camera lenses in the world, you can be confident and secure that the ROKINON and XEEN by ROKINON lens systems will provide outstanding performance and unsurpassed value.

ROKINON is owned and operated solely by Elite Brands Inc. Our mission is to continuously develop and offer products with the best price performance ratio in our industry and the uncompromising attention to quality, function, and design. Today, EBI is a premier manufacturer of optics, cameras, electronics and accessories including: digital cameras, digital camcorders, action cameras, IP cameras, underwater cameras, filters, Bluetooth speakers, sports optics, binoculars and telescopes. 

Elite Brands Inc. is the only authorized marketing agent for ROKINON, XEEN by ROKINON and SAMYANG branded products for North America, Central America and South America. EBI also licenses the long-standing MINOLTA, COLEMAN and BELL and HOWELL brands for product categories including lenses, optics, digital cameras, video cameras, electronics and photo accessorie
s.