POLICE

The Police brand was launched in Italy in 1983 as unisex eyewear brand for those who set out to get noticed. The Police name triggers the imagination and dreams, especially of the younger generations, and offers a whole new outlook, across the ocean and against the tide. The name evokes the "on the road" lifestyle, but also the strong urban spirit of the city.
The Police attitude made its mark right as an alternative, nonconformist, almost irreverent brand, immediately carving out a niche of its own. Police has reinvented itself overtime, going from a simple eyewear brand to a veritable lifestyle benchmark including an extension into men's Police watches. Police watches continued the masculine, strong personality, and representing a particular look and way of life. Young, authentic rebels, who follow the trends but seek to stand out with originality and flair, are thus irresistibly drawn to the Police "community".