The History Of Designer Labels: Police

The Police brand was launched in 1983

The Police brand was launched in 1983. They are an offshoot of the De Rigo company, which began as a producer of both prescription eyeglasses and sunglasses. In 1983, De Rigo opted to launch their own designer line of sunglasses, naming the brand Police. The Police line was intended to offer the best available designs in terms of function, while maintaining an edgy and unique fashion perspective.

As the brand evolved, more products were added to their line. In 1997, their first line of perfumes was launched. Later, in 2003, the first line of watches was introduced. Offering both sporty and sleek designs, the watch line has met with continued success through the years. With each new line of products, great energy was put into keeping the Police brand cohesive in its design style and intent. From the addition of jewellery to leather accessories, to the launch of their apparel line, the design aesthetic has remained in the forefront. In each case, the company determined it was imperative that each new product speak to the uniqueness of the Police brand, offering the finest in quality while allowing consumers the chance to build their own personal style.

Their designs are often deemed 'trendy', but at the same time, 'non-conformist'. The company prides itself on maintaining its design vision, while helping consumers to chase their own. Designer product lines frequently use recognizable faces to help promote their product. Police is no exception. Their product campaigns have included both athletes and movie stars. Italian footballer Maldini, Hollywood's everyman Bruce Willis, movie star icon George Clooney, famous footballer David Beckham and international movie star Antonio Banderas have all represented the Police product line. Each elite figure recognized worldwide for their attitude, style and confidence. Each specifically chosen for their apt ability to represent the vision of the Police brand.

The Police line can be found primarily in Europe, but has also branched out, opening stores on other continents. For those shoppers not finding a retailer nearby, the Police brand has a heavy internet presence, which includes tapping into the social networking craze as well. Appealing to the young, hip crowd, Police brand is predominantly worn by young professionals, but their designs have crossed both age and gender boundaries, and are enjoyed by savvy shoppers of all ages and types. Their latest foray into the eyeglass and sunglass market for children is sure to result in the brand reaching an even broader demographic.

by: Jamie Simpson

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