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Brand

Today
POLICE It is safe to say that this is an all-round lifestyle brand. Now, having enjoyed continuous growth on the Italian market and considerable success on leading European markets, POLICE has decided to trust to the taste and personality of its most loyal customers, and to rely on their ability to stand out as fashion lovers, and not as fashion victims, through their personal and unique lifestyles It’s also farewell to stereotypes, and conformity with other eyewear brands. POLICE has decided to take a road less travelled, based on the idea of ‘cool hunting’, i.e. identifying “street” personalities rendered ‘younique’ by their striking qualities, passions and occupations, and by an extremely original sense of style.

2008 Launch of the first apparel collection
Police launches its first 2009 Spring/Summer collection: a range of garments imposing their personal style thanks to a strong look designed for a man and a woman with a highly competitive nature.
Jackets, field jackets, barracudas hug the body with slim and sinuous fits. Original materials make the garment more aggressive while special dyeing and washings processes grant an unique ‘used-like’ look.

2007 Launch of the first small leather goods collection

2007
A popular testimonial, a movie star who is famous worldwide. For Police, 2007 opens with the force, the emotion, and the overwhelming passion of Antonio Banderas. Eclectic and mysterious, irresistibly direct, Antonio Banderas is one of today’s best-loved actors thanks to the widespread acclaim earned for the roles he has interpreted in the cinema and television, even in the theatre - roles that have left spectators of all ages wanting more.

2005 Launch of the first jewellery collection
Even the Police jewellery launched in 2005 was striking for its modern form and the creative combinations of materials: coloured silver, shiny and matte steel, crystal, and leather. Bracelets and charms of a Gothic inspiration, the hi-tech interpretation of crucifixes represent the brilliant expression of a conceptual value rather than a stylistic one.

2004
In 2004, George Clooney handed over the reins to David Beckham, whose face has been used in Police campaigns in England and Japan for the past three years. David Beckham, soccer star of Real Madrid and the English national team, is a celebrity with an intense charisma and universally recognized charm. Fashionista by definition, together with his wife Victoria, he rewrites the own rules and follows them through with energy and glamour, transforming them into an absolutely personal style that is emblematic of contemporary trends, dynamism, and change.
Always ready to capture the spirit of the times, he fuels himself on provocation. He is a born rebel, almost extreme, but never mediocre. An expression of a free, rebellious,and irreverent lifestyle. Just like the glasses he wears.

2002-2003
In 2002 and for all of 2003, Police once again seduced through the eyes of a star, one of the most charming men in Hollywood who holds a special place in the hearts of his female fans. With his devilish glance and casually seductive appeal, George Clooney brought a class of his own to the Police world 2003 Launch of the first watch collection.
In 2003, with a unique design and the contemporary and innovative form of its watches, Police declares once again its fashion street vocation, the authentic glamorous nature of its creations. And it confirms its mission: the diffusion of a cosmopolitan lifestyle for trendy, non-conformist, and off-beat individuals who decide to keep their own time with Police Time.

1997 Launch of the first perfumes set
An outstanding identity with a positioning that has been consolidated over the years, Police now aims to create an all-around lifestyle through a series of brand extensions that range from perfumes to jewellery, and even to watches, all of which sport the Police designer signature. And so we have the first Police perfumes in 1997.

1999-2000
Maldini, Bruce Willis, George Clooney, David Beckham, and even the spectacular appearance of Antonio Banderas: these are the cinema and sport celebrities who have lent their faces to represent and give a voice to Police values, to Police style, to the Police world. Celebrities who are universally recognisable are capable of transferring their own popularity to this brand name.

1993-1994
Over the course of its history and its numerous collections, Police has always known how to transform itself into a “society” icon by introducing captivating new details with every season. Variations on a theme. Like the blue mirrored lenses launched during the 1990s that immediately became a global trend, or the brand name that, from the eagle of its dawn,has recently been transformed into a Gothic P. Police has represented and still represents the world of male and female aesthetics and narcissism, going beyond fashion to establish its own personality. Unique.

1991
The Police brand name is an expression of recognisability, of uniqueness, of the celebration of self. The emotion and culture of its time embodies a style to be followed, that inevitably triggers a trend.

1983-1984
The Eighties. An important period that definitively marks the official passage of sunglasses being a simple accessory to becoming a fashion accessory. Designers impose their symbols, made of signals, initials, and signatures. In the end, they are soulless beauties that leave the consumer with a desire to stand out, to be simply themselves. These are the years of yuppies and women manegers in tailored suits, of health consciousness and personal image. 1983 – and the Police brand name is born in this context.
The Police style needs no introduction. It’s too unique, personal, distinctive. Its bold and determined character speaks the lingo of fashion and defines its new trends, even exaggerating in the volumes and in details. With their eye-catching imprint, each Police model of eyewear is subjected to constant research and attention to detail, from both a technical and an aesthetic point of view.