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 2016
Premium lifestyle brand Police is proud to announce the launch of its 2016 Sun Collection. The iconic brand presents a fashion-forward collection with strong influences acquired from current trends, while subtly acknowledging the 30-year-old lifestyle brands heritage.
Expressing the ‘urban soul' of the global brand, the collection features frames with bold, contemporary shapes, designed with a unique combination of materials and colour palettes. With vintage detailing inspired by the origins of the brand, the collection remains urban, decisive and versatile.
A naturally rebellious brand, Police experimented during the design process to offer a collection that stands on its own in the eyewear market. This strong attention to detail has resulted in lightweight frames with oval and panthos shapes, double bridge detailing and vintage influences paying homage to re-occurring eyewear trends.
The temples offer contrast through a slim and slender design, with a metal pin on the front to reproduce the iconic Police signature eagle and incorporate an understated vintage feel.
With mirror-coated, tinted and uniform lenses, the styles encompass a soft look, in natural and cosmetic hues. The innovative Police duo lenses, which made a splash in 2015 with Neymar Jr's capsule collection, are enjoying on-going success and remain pride of place in the 2016 Sun Collection.
Optical Collection 2016
The Police 2016 optical collection is the perfect combination between technology, lightness and a retro-futuristic look. The new styles feature lightweight materials that perfectly match the brand's modern and urban style. The trendy and metropolitan feel of Police stands out in the touch of colour and in the textures of the most daring models, while classic shapes are given a modern twist, making the brand's legendary models fashionable once again.