Police celebrates 30 years!
Thirty years after its birth, Police, a brand of the De Rigo Group – one of the world’s leading manufacturers and distributors of high-end eyewear – is not content to be just another name, but has established itself as a veritable international trend-setter.
To mark the 30th anniversary of the Police brand, De Rigo vision has joined forces with Médecin Sans Frontières to help families in Niger with the LOOK BEYOND PROJECT.
For this project, renowned fashion photographer Giovanni Gastel, in collaboration with Michele Pecchioli for the DA, is publishing a book of photos of celebrities wearing the Police model in tempered gold and leather specially created for the occasion.
Part of the proceeds will be donated to Médecins Sans Frontières.
A little history.
Passion, creativity and research have enabled Police to set itself apart from the competition, not only in the eyewear sector, but also in watches, perfumes and leather goods, where it offers unique and incomparable products.
Police was founded in the 1980s, at a turning point for sunglasses, which had evolved from functional products to fashion accessories in their own right. Aware of the importance of the company’s name in this context, it opted for a name capable of appealing to the collective imagination, aimed primarily at young people and
proposing a new way of looking at the world.
Evocative of an itinerant lifestyle, profoundly urban, Police speaks the language of the great metropolises. Although 100% Italian, it quickly became the ideal brand for markets all over the world.
Police’s uniqueness is first and foremost reflected in the products it offers: unisex eyewear with predominantly masculine elements.
It was in the 90s that Police became a veritable social phenomenon, thanks to a successful duo combining successful aesthetics and choice ambassadors for eye-catching advertising campaigns that marked an
era (Bruce Willis, George Clooney, David Beckham), making Police a veritable lifestyle. It was also in the early 90s that Police models began to be adorned with detail and color. The shapes lost a little of their volume, framing the eye and giving pride of place to unisex and feminine models. Between 2005 and 2008, Police goes through a gothic period
where the fashion aspect of the collection is enriched by new details such as crosses and the now iconic gothic P. All Police frames are increasingly characterized by constant research and ultra-polished details, both aesthetically and technically.
A brand of such strength and impact was bound to take an interest in other sectors. This has been the case with perfumes (1997), watches (2003), jewelry (2005) and finally small leather goods (2011), through inimitable products characterized by a personality that is instantly recognizable and superior quality materials. In 2013, on the occasion of its
30th anniversary, the brand reached a new milestone by signing a licensing agreement for ready-to-wear products.
Police is undeniably the epitome of a brand which, without ever betraying its deep-rooted soul and vocation, is able to continue to stand out while evolving over the years, identifying with the tastes of different generations without losing its identity.
www.policelifestyle.com
www.policelookback.com
www.policelookbeyond.com www.facebook.com/PoliceBeYounique.OfficialPage
www.derigo.com
www.derigovision.com
Cette publication est également disponible en : Français (French)
