Police: The Iconic Story Of An Iconic Brand
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Police is a premium fashion brand founded in Italy by De Rigo, a leading producer and distributor of high-end eyewear. The brand has gained worldwide recognition for its iconic style, which represents the qualities of freedom, independence, and daringness. With a focus on individuality, Police has expanded its product line to include watches, jewellery, small leather goods, clothing, and fragrances.
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In 1983, Police was founded in Italy by De Rigo, an established producer and distributor of high-end eyewear. As a newcomer to the fashion industry, the brand made a significant milestone by creating a unique and iconic style that reflected the qualities people desired in their fashion choices: freedom, daringness, and a strong personality. The brand’s innovative approach to fashion has allowed Police to make a name for itself in the market and capture the attention of fashion enthusiasts worldwide.
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Police achieved a significant milestone in 1997 by transitioning from a mere fashion brand to a lifestyle brand. This transformation paved the way for the company to venture into new territories that were previously unexplored, including fragrances, watches, jewellery, small leather goods and clothing. Among these, the fragrance sector stood out as the most noteworthy. The brand’s audacity and creativity led to the development of its first fragrance for both men and women, which turned out to be a huge success.
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Today, Police is a global brand with a presence in over 100 countries. In addition to its eyewear and fragrance products, Police has also expanded into the fashion industry, with a range of clothing and accessories that reflect the brand’s distinctive style.
The brand has collaborated with several high-profile celebrities from the worlds of cinema and sports. Famous names such as Bruce Willis, George Clooney, David Beckham, Antonio Banderas, Neymar Jr, and Lewis Hamilton have worked alongside the brand to interpret and give voice to its values, style, and vision. But that’s not all. Police has also collaborated on many action movies, such as Batman vs Superman: Dawn of Justice, Justice League, Men In Black: International, and The Batman.
