Eyewear specialist De Rigo Group is celebrating the 40th anniversary of lifestyle brand Police by launching a celebratory logo.
Specially created for this important milestone, the new logo is a reinterpretation of the brand’s evergreen eagle logo.
Established in 1983, Police became the first proprietary brand of De Rigo with the debut of its eyewear collection.
In response to strong public demand, the brand introduced men’s and women’s fragrance lines in 1997, followed by watches (from 2003), jewellery (from 2005), small leather goods (from 2011), and finally clothing.
Since its launch, the brand has maintained its “free and bold spirit” by embracing a more contemporary key, “where masculinity remains an almost unexplored territory.”
The company associates its brand with a liberated and courageous individual, who always strives to remain true to himself, without the need for others’ validation.
The Police Style
The Police brand has been represented by well-known leading men in Hollywood, including Bruce Willis, George Clooney and Antonio Banderas.
Among its most popular styles was the colour blue, which became successful in the 1990s, when Police was the first to introduce blue mirrored lenses.
These became the key component of the brand’s eyewear ranges and were even reinterpreted in its latest collections.
The brand has also become known for its collaborations including action films such as Men In Black: International, The Batman and, most recently, Bullet Train.
These partnerships have also become the inspiration behind Police’s capsule collections.
It has also teamed up with renowned sportsmen including football stars David Beckham and Neymar Jr. Its latest partnership was with the Mercedes-AMG Petronas Formula One Team and drivers Lewis Hamilton and George Russell.
Global growth
Throughout its 40-year history, the brand has extended its global reach and is now available in more than 100 countries, thanks to its far-reaching distribution network for all product categories.
The brand’s leading regional market is Europe, where sales are driven by the business in Italy, France, Germany, Spain, the UK and Portugal.
Beyond its home region, Asia is also a key market, led by Japan, followed by India, South Korea, Indonesia and China, plus the Middle East, with a focus on the United Arab Emirates. The US has also recently seen an improvement in terms of distribution and sales.
This year, the Police lifestyle brand has seen continued growth, driven by various collections and key supporting investments.
The lifestyle brand’s growth was also boosted by a collaboration with ILG for watches and jewellery, and the positive performance of Mavive for its fragrance licence.
De Rigo’s CEO Michele Aracri said: “Forty years ago, Police was born as a bit of a gamble. A passion and great enthusiasm, fuelled by a strong sense of commitment. The same that we have since taken forward and applied to all of our projects for the brand.
“A winning mix that has enabled us to transform this adventure into a global success story in terms of both public support and sales. And the adventure continues. One of the decisive elements in the affirmation of Police as a lifestyle brand has been the ability to develop licences in different product categories.
“A strategy that will be further implemented with the creation of new collaborations, and which will also be enriched by an ambitious retail project through the opening of stores dedicated to the Police world. These 40 years have been characterised by strong emotions and were filled with continuous satisfaction for the De Rigo Group.”
De Rigo Chief Marketing Officer Barbara De Rigo added: “The Police story is an extraordinary tale of different elements, well and truly brimming with surprises.
“This brand’s strong identity – recognisable for its various lifestyle characteristics – has always been paired with its brilliant ability to engage and know how to re-invent itself as a new icon, representing all those values that are found in contemporary society: freedom, audacity and independence.” ✈
