Police

Overview

Police is an Italian fashion and lifestyle brand founded in 1983 that has evolved from a sunglasses manufacturer into a multi-category accessories company. The brand is known for its bold, rebellious aesthetic inspired by Americana and its distinctive design language featuring eye-catching details and the iconic eagle logo. Police operates across eyewear, watches, fragrances, jewelry, leather goods, and apparel, positioning itself as a premium lifestyle brand with a strong presence in travel retail and emerging markets.

History

Police was founded in 1983 by the De Rigo brothers as the first brand of their company Charme Lunettes, initially specializing in manufacturing sunglasses for third parties. The brand expanded into fragrances in 1997, watches in 2003, jewelry in 2005, small leather goods in 2011, and apparel in 2013. Police is now a business unit within the De Rigo Group and serves as a partner and team supplier for Mercedes-AMG Petronas Formula One Team. The brand has built recognition through collaborations with numerous celebrities including David Beckham, George Clooney, Bruce Willis, and Neymar.

Product Lines

Manufacturing

Police products are manufactured through a combination of in-house production and outsourced partnerships. The brand emphasizes quality and precision in manufacturing, particularly for watches which are made with high-quality materials and reliable mechanisms. Production details for specific categories are not publicly detailed, though the brand maintains quality control across all product lines.

Notable Products

• Blue Mirrored Sunglasses - Iconic 1990s innovation that became a global trend and remains a signature style
• Police Watches - Premium timepieces combining distinctive design with reliable mechanisms and high-quality materials
• Police Fragrances - Successful fragrance line for men and women launched in 1997 that expanded the brand into lifestyle categories
• Eagle Logo Accessories - Products featuring the brand's symbolic eagle logo representing freedom and the brand's unique spirit
• Travel Retail Collections - Dedicated collections designed for airport and duty-free markets, a growing revenue channel

Reputation

Police is recognized as a distinctive fashion brand with strong brand identity and bold aesthetic appeal, particularly among consumers seeking rebellious and unconventional style. The brand has successfully transitioned from a sunglasses supplier to a multi-category lifestyle company, demonstrating adaptability and design innovation. Celebrity endorsements and sports partnerships have enhanced brand prestige, though the brand maintains a niche positioning rather than mass-market dominance. The brand is valued for quality craftsmanship and attention to detail, though it operates in a competitive premium accessories market.