Police, the De Rigo Group's house brand, was launched in Italy in 1983 as unisex eyewear and a metropolitan manifesto for those who set out to get noticed.
The name is no coincidence. It triggers the imagination and dreams, especially of the younger generations, and offers a whole new outlook, across the ocean and against the tide. The name evokes the American "on the road" lifestyle, but also the strong urban spirit of the city of all cities: New York.
The Police attitude made its worldwide mark right from the outset, as an Italian brand with potent international overtones. This alternative, nonconformist, almost irreverent brand immediately carved out a niche of its own. Building on its growing identity and positioning, over the years Police has reinvented itself, going from a simple eyewear brand to a veritable lifestyle benchmark. In this transformation, the brand extended to include a full range of fashion accessories - perfumes, watches, jewellery and leather goods - all with a strong personality, and representing a particular look and way of life. Young, authentic rebels, who follow the trends but seek to stand out with originality and flair, are thus irresistibly drawn to the Police "community".
The Police brand continues to ride above the fashions, without ever compromising its personality. This has been portrayed over the years by important Brand Ambassadors, such as Bruce Willis, George Clooney, David Beckham, Antonio Banderas and the football star, Neymar Jr, who have interpreted and voiced the POLICE values, style and world.
The world we live in now and the idea itself of rebellion have changed, and the brand decided to aim, in a new voice, at the today's rebels: young people who want to make a mark on the world they live in through their choices and their desire to express themselves. They're the people who more than any other will influence the world we live in tomorrow and best represent the renewed spirit of Police.
Police products are now distributed in more than 80 countries across all major cities. Since 2008, the brand's retail strategy has focused mainly on the Middle East and China, alongside the opening of 40 shop-in-shops in the most important Department Stores. These shop-in-shops embody the quintessence of the Police lifestyle. They serve to reinforce the brand image and its metropolitan attitude whilst presenting a lifestyle as a whole.
Sun Collection 2019
The new Police SUN19 collection combines a clear vintage inspiration with a modern and contemporary spirit, which has been in the brand’s DNA since the 1980s. The styles are characterised by classic lines interpreted according to the latest eyewear trends, which include the use of innovative materials (such as carbon fibre and steel) that guarantee resistance, lightness and comfort. There are also many iconic details that highlight Police’s strong brand identity.
Distinguished and unique - the new Police women’s collection looks to the future with designer glasses that wink at the latest fashion trends. The lightness of the metal and the femininity of the rounded shapes, combined with glitter and pale colours, are the distinguishing elements of the new styles.
Optical Collection 2018
The Optical 2018 Collection reinforces the rebellious, modern identity of the Police brand. The men’s collection showcases hi-tech solutions and cutting-edge materials - including titanium and carbon which add lightness and comfort to the styles – highlighting the brand’s cosmopolitan spirit. Contrastingly, glitterati, floral patterns and bright colours characterise the women’s collection, designed for those looking for a distinctive image and with refined detailing.