Police, the De Rigo Group's house brand, was launched in Italy in 1983 as unisex eyewear and a metropolitan manifesto for those who set out to get noticed.
The Police brand continues to ride above the fashions, without ever compromising its personality. This has been portrayed over the years by important Brand Ambassadors, such as Bruce Willis, George Clooney, David Beckham, Antonio Banderas and the football star, Neymar Jr, who have interpreted and voiced the POLICE values, style and world.
Police products are now distributed in more than 80 countries across all major cities. Since 2008, the brand's retail strategy has focused mainly on the Middle East and China, alongside the opening of 40 shop-in-shops in the most important Department Stores. These shop-in-shops embody the quintessence of the Police lifestyle. They serve to reinforce the brand image and its metropolitan attitude whilst presenting a lifestyle as a whole.
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