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 2022
The Police x Lewis Hamilton collection combines the evergreen spirit of Police with the personal and contemporary style of the Formula One champion. The collection plays with opposites by mixing slender metal models of understated appeal with bio-acetate styles boasting more audacious thicknesses. An extensive choice of clip-ons and photochromic lenses, renders the proposals both eclectic and suitable for all looks. The must-have pattern, featuring slender lines, and the Lewis Hamilton Panther logo, are true essentials and represent decorative elements that are used in a modest yet recognisable manner on various parts of the eyewear, so as to identify the collection. For the SS22 season, ‘Police x Lewis Hamilton’ is enriched by two new prescription styles – with optional sunglasses clip-on lenses – and two new sunglasses frames. All the styles in the collection are accompanied by an elegant, personalised gold velvet case.