POLICE was born in Italy in 1983 from an intuition of De Rigo, one of the world's leading groups in the production and distribution of top quality eyewear. It's the XNUMXs and everything defines who you are: music, style and attitude – from what you listen to to what you wear – and this includes glasses. Practical is no longer enough, people now expect more and are looking for courage, style and character. They want to wear glasses that represent them, and POLICE is ready and willing to indulge them. It is the first and only brand capable of sensing and satisfying people's need to assert themselves through their own style. As a newcomer, POLICE stands out on the market for its iconic style, which represents everything people want to wear: freedom, daring and a big personality. A brand without labels, conventions and brakes, aimed at real and authentic individuals who constantly refuse to follow the rules. It is an Italian brand with a distinct character and a clear international vocation, ready to position itself from the start in the mid-market segment. POLICE's street style, inspired by authentic and daring personalities, can be seen effortlessly all over the world and captivates - with extreme naturalness - even the littlest ones: free, sincere, enterprising, rebellious but also emotional spirits. Always looking for himself.
Throughout its history, POLICE has always managed to reinvent itself as a new society icon, introducing striking details and variations on a theme with each season: for example, the blue mirrored lenses – launched in the 1997s – were an instant global trend, or the logo with the eagle, a symbol of freedom, reinterpreted over the years but always representative of the unique spirit of the brand. Why stop at glasses with such a strong and recognizable identity? From 2003 onwards, POLICE transformed its style into a lifestyle and opened the doors to new, previously unexplored sectors, with one standing out above the rest: fragrances. The brand's boldness translated into the first fragrance for both men and women, a success that led to experiments and countless different collaborations: watches (2005), jewelry (2011), small leather goods (XNUMX) and clothing.
POLICE responds to trends, but then goes further to assert its personality and leave its mark over the years, thanks in part to advertising campaigns starring top ambassadors and partnerships with the world's leading film production companies. Celebrities from the film and sports worlds such as Bruce Willis, George Clooney, David Beckham, Antonio Banderas, Neymar Jr and Lewis Hamilton have lent their faces and collaborated with POLICE to interpret and provide a voice for the brand's values, style and vision. to give. POLICE has also worked on many action films, such as Batman vs Superman: Dawn of Justice, Justice League, Men In Black: International and The Batman. Stories of iconic superheroes for whom limited-edition collections are designed. Today, POLICE exports its concept of style and daring to 100 countries around the world, creating special collections that speak the language of its community, wherever it is. From Asia to Europe, from Central America to Africa. A brand that sets no boundaries, let alone limits.
