{"id":3216,"date":"2023-04-18T12:40:41","date_gmt":"2023-04-18T10:40:41","guid":{"rendered":"https:\/\/www.derigo.com\/?post_type=news-eventi&#038;p=3216"},"modified":"2026-03-18T12:55:04","modified_gmt":"2026-03-18T11:55:04","slug":"police-turns-40","status":"publish","type":"news-eventi","link":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/","title":{"rendered":"Police turns 40"},"content":{"rendered":"","protected":false},"featured_media":3215,"template":"","meta":{"_acf_changed":false},"tipologia-news-eventi":[133],"class_list":["post-3216","news-eventi","type-news-eventi","status-publish","has-post-thumbnail","hentry","tipologia-news-eventi-news"],"acf":{"hero_image":3215,"introduction":"The iconic De Rigo lifestyle house brand blows out 40 candles and treats itself to four Limited-Edition products - representative of the Police philosophy - and a new logo, created specifically to celebrate the historic milestone.","content":[{"title":"","paragraph":"40 years for a success story that speaks of courage, determination and an adventurous spirit. Police, the house brand belonging to the De Rigo Group - world leader in the design, production and distribution of prescription frames and sunglasses - has known how to evolve without ever betraying its own values, thus winning over generation after generation.\r\nPolice: four decades of history for an eyewear brand that soon became a lifestyle icon\r\nThe first of the Company\u2019s proprietary brands was established in 1983 with the launch of the eyewear collection, which quickly became a success. Encouraged by popular public opinion, in 1997, the Police men and women\u2019s fragrances made their debut - the first of countless collaborations that would see it become an established lifestyle brand, the only brand to have extended its offering to include watches (from 2003), jewellery (from 2005), small leather goods (from 2011), and finally clothing. \r\n\r\nCharacterised by its ever-evolving strong identity, sophisticated designs and iconic style, Police - from the very onset - found itself successfully interpreting the free and bold spirit of those who refuse to play by the rules. Witness to a constantly changing male universe, the brand now dilutes its \u201890s style by embracing a more contemporary key, where masculinity remains an almost \u2018unexplored territory\u2019, to be experienced and re-built following one's own nature and identity. Audacity and discovery have now become the watchwords for the Police man: a liberated and courageous individual, who always strives to be himself and needs the approval of no-one. \r\n\r\nCode name: Police\r\nPolice has always been synonymous with risk-taking. In terms of the brand\u2019s style, quality, innovation, pioneering design and the exploration of new directions and partnerships. \r\nThe Police story recounts how the brand has always known how to re-invent itself as a new \u2018society\u2019 icon, introducing eye-catching details and variations on the theme each season, throughout all the various product ranges, but especially within its eyewear offering. \r\nMany stylistic leitmotifs have accompanied the brand\u2019s image from the very beginning - first and foremost the colour blue. A triumph since the \u201890s, when Police was the first to introduce blue mirrored lenses. A distinctive element, adopted later by all the Police accessory categories and even re-proposed in the very latest collections. \r\nAmongst Police\u2019s most unique stylistic features - in addition to the Gothic letter \u2018P\u2019 and skull - we find the evergreen eagle logo, a symbol of freedom and fearlessness, re-interpreted over the years and the protagonist of the celebratory 40th anniversary logo.\r\n\r\nPolice in numbers\r\nPresent in more than 100 countries, owing to a far-reaching distribution network for all product categories, it is in Europe that Police finds its market of choice, with sales driven by the business in Italy, France, Germany, Spain, the UK and Portugal. Outside of the old continent, the brand\u2019s most important markets constitute Asia - where Japan is one of the leading markets, followed by India, Korea, Indonesia and China - and the Middle East, with a focus on the United Arab Emirates. The US has also recently seen growth in distribution and sales.\r\nIn 2022, the Police lifestyle brand expanded on the growth that began in 2021, thanks to the perpetual success of the various different collections and key supporting investments. The year-end numbers reveal a 22% increase in value compared to 2021, a figure that brings the brand back to pre-pandemic business levels.\r\n\r\nPolice\u2019s leading men\r\nThere have been numerous advertising campaigns featuring Hollywood stars of the calibre of Bruce Willis, George Clooney and Antonio Banderas. The brand boasts a special relationship with the cinematic world, also demonstrated by the many collaborations on action films such as Batman vs Superman: Dawn of Justice, Justice League, Men In Black: International, The Batman and, most recently, Bullet Train with the fabulous Brad Pitt. Collaborations that have also inspired much-appreciated capsule collections. \r\nThe Police spirit also embraces the world of sport: from the partnership with the Mercedes-AMG Petronas Formula One Team to collaborations with David Beckham, Neymar Jr., Lewis Hamilton and George Russell, who have lent their faces so as to interpret and give a voice to the brand\u2019s values, style and philosophy, sometimes even designing items for the collection.\r\n\r\nFour exclusive pieces to celebrate 40 years of Police\r\nPolice inaugurates 2023 with a Limited-Edition Collection of four specifically-designed exclusive products, which represent the maximum expression of the brand\u2019s style in all product categories. A sunglasses style, two watches combined with a bracelet or wallet and a fragrance. All in limited numbers.  Just 1,983 pieces for each style, in honour of the brand's founding year.\r\nThe style of the collection is more iconic than ever and the products embody its audacity - a key brand value, today celebrated with the new \u2018Audacity Wanted\u2019 campaign. \r\nThe essential common denominator of the capsule collection constitutes the chromatic codes linked to Police\u2019s identity and past: in addition to the ever-present blue, black and gold are the predominant hues.\r\nTo render the four pieces even more unique, they feature both the new \u2018Police 40\u2019 logo - developed for the anniversary and designed by re-visiting the historic eagle - and the serial number engraved onto the products. The capsule collection is accompanied by an exclusive case, consisting of a rigid box with leather finish and elegant gold and black velvet details on the inside.\r\n\r\nPolice\u2019s success reflects De Rigo\u2019s passion and commitment\r\n\u201cForty years ago, Police was born as a bit of a gamble. A passion and great enthusiasm, fuelled by a strong sense of commitment. The same that we have since taken forward and applied to all of our projects for the brand. A winning mix that has enabled us to transform this adventure into a global success story in terms of both public support and sales. And the adventure continues... One of the decisive elements in the affirmation of Police as a lifestyle brand has been the ability to develop licenses in different product categories. A strategy that will be further implemented with the creation of new collaborations, and which will also be enriched by an ambitious Retail project through the opening of stores dedicated to the Police world. These forty years have been characterised by strong emotions and were filled with continuous satisfactions for the De Rigo Group\u201d, commented Michele Aracri, CEO of De Rigo.\r\n\r\n\u201cThe Police story is an extraordinary tale of different elements, well and truly brimming with surprises. This brand\u2019s strong identity - recognisable for its various lifestyle characteristics - has always been paired with its brilliant ability to engage and know how to re-invent itself as a new icon, representing all those values that are found in contemporary society: freedom, audacity and independence\u201d. Barbara De Rigo, Chief Marketing Officer at De Rigo.\r\n"}]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Police turns 40 - De Rigo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Police turns 40 - De Rigo","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/","url":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/","name":"Police turns 40 - De Rigo","isPartOf":{"@id":"https:\/\/www.derigo.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/#primaryimage"},"image":{"@id":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/#primaryimage"},"thumbnailUrl":"https:\/\/www.derigo.com\/app\/uploads\/2026\/03\/Police-40-anni.jpg","datePublished":"2023-04-18T10:40:41+00:00","dateModified":"2026-03-18T11:55:04+00:00","breadcrumb":{"@id":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/#primaryimage","url":"https:\/\/www.derigo.com\/app\/uploads\/2026\/03\/Police-40-anni.jpg","contentUrl":"https:\/\/www.derigo.com\/app\/uploads\/2026\/03\/Police-40-anni.jpg","width":1177,"height":782},{"@type":"BreadcrumbList","@id":"https:\/\/www.derigo.com\/en\/news-events\/police-turns-40\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.derigo.com\/en\/homepage\/"},{"@type":"ListItem","position":2,"name":"News ed eventi","item":"https:\/\/www.derigo.com\/en\/news-events\/"},{"@type":"ListItem","position":3,"name":"Police turns 40"}]},{"@type":"WebSite","@id":"https:\/\/www.derigo.com\/en\/#website","url":"https:\/\/www.derigo.com\/en\/","name":"De Rigo","description":"","publisher":{"@id":"https:\/\/www.derigo.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.derigo.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.derigo.com\/en\/#organization","name":"De Rigo","url":"https:\/\/www.derigo.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.derigo.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/www.derigo.com\/app\/uploads\/2026\/01\/Timeline-38.jpg","contentUrl":"https:\/\/www.derigo.com\/app\/uploads\/2026\/01\/Timeline-38.jpg","width":"618","height":"788","caption":"De Rigo"},"image":{"@id":"https:\/\/www.derigo.com\/en\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.derigo.com\/en\/wp-json\/wp\/v2\/news-eventi\/3216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.derigo.com\/en\/wp-json\/wp\/v2\/news-eventi"}],"about":[{"href":"https:\/\/www.derigo.com\/en\/wp-json\/wp\/v2\/types\/news-eventi"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.derigo.com\/en\/wp-json\/wp\/v2\/media\/3215"}],"wp:attachment":[{"href":"https:\/\/www.derigo.com\/en\/wp-json\/wp\/v2\/media?parent=3216"}],"wp:term":[{"taxonomy":"tipologia-news-eventi","embeddable":true,"href":"https:\/\/www.derigo.com\/en\/wp-json\/wp\/v2\/tipologia-news-eventi?post=3216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}