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
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.
- Model: POLICE