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.
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 2017
In the new men’s eyewear collection the details inspired by the heritage of Police convey the brand’s new and modern identity and give the styles added value. This places masks and styles with ultra-flat lenses - this season’s trend - alongside more traditional frames, with temples sporting super-innovative structures and materials. The men’s collection is developed in 4 clusters, each one with very specific products and targets: Heritage Urban, the brand’s metropolitan, distinctive look, Heritage Sport, casual and comfortable, Discovery, non-conventional and innovative, Fast Fashion, trendy and eye-catching.
New, colourful and “rebellious”: it is the new women’s eyewear collection by Police. A completely renewed line of eyewear, starting from the new logo, with a touch of authentic femininity. An explosion of bold styles play around with new and oversize shapes, with camou-floral colours and rubber temples with real glitter.
Sun 2017 is the first collection of Police eyewear designed by Enrico Furlan, new House Brand Director of De Rigo Vision.
Optical Collection 2017
Once again, the Police eyewear reflects the independent, bold, authentic and urban image of the iconic lifestyle brand. The collection consists of numerous styles developed around four clusters to meet the diverse needs of Police wearers. The highlights of the collection include: lightness, with 3/4 of the new models weighing less than 14 grams; a strong brand identity, uniting the past and future of Police; a new combination of "touch" effect materials, guaranteeing perfect fit and comfort; the presence of recognisable, easy-to-wear styles.
The latest Police eyewear collection for women is more colourful and bolder than ever, bringing a breath of fresh air to both the optical frames and the latest sunglasses. This burst of "personality" plays with feminine, oversized shapes, a blend of materials, and a juxtaposition of colour.