Brand page

Born in 1983, Police takes its name from the rebellious, on-the-road spirit of American pop and television culture. A deliberately provocative irony: a name that evokes order, worn by those who choose rebellion as their style. Police sunglasses become a declaration of identity, non-conformism as attitude, provocation as manifesto.

In the eighties, image becomes identity. Sunglasses shed their purely protective role and emerge as a fashion statement. Police leads the way.

The Police name is set between the outstretched wings of an eagle. This is no mere redesign, it is a manifesto. The eagle stands for absolute freedom, far-sightedness, and pride without compromise. A symbol that carries the full weight of a brand that has never bowed to convention. From this moment on, Police has a visual soul that speaks for itself.

"If spirituality could be a colour, it would surely be blue." With these words, the volume For Your Eyes Only? (Logos, 2007) opens its chapter on Police. Police's blue mirrored lenses are born from an intimate memory: the dark-blue painted glass of post-war schools and public buildings, etched into the founders' minds. From that fragment of history comes a global intuition. "It was a great success, for a whole decade it became the trend that every company followed. And blue became a symbol of freedom and a life on the road." Police had not launched a product, it had opened a new way of seeing the world.

As the 2000s dawn, the brand looks ahead and accelerates its own evolution. The Police logo is radically redesigned: the eagle gives way to a minimal, striking wordmark.

Police's values take shape through faces recognised the world over. From Bruce Willis to George Clooney, the biggest names in cinema naturally embody and communicate the brand's magnetic spirit to every corner of the globe.

The strength and recognition of the brand open the door to Police's expansion into new product categories: fragrances, watches and jewellery join the portfolio, transforming the brand into a fully-fledged lifestyle reference.

2005 marks one of the most iconic chapters in Police's history. From the minimalism of previous years, a new aesthetic bursts forth, dark, magnetic, unmistakable: the Gothic logo is born, prestigious and deliberately provocative, alongside the wrap-around masks, eyewear that doesn't merely cover the eyes but envelops the face with an almost ritualistic intensity. Beckham wears them. Banderas wears them. And the world wants them. Police isn't following a trend, it's creating one, shaping an urban, rebellious vision. Crystals, studs, aggressive shapes: every detail is a choice, every choice is an act of style.

"To Be" is born, Police's iconic fragrance in its unmistakable skull-shaped bottle: provocative, refined, blue. From Police's iconic colour, the blue mirrored lenses re-emerge with their full symbolic force. Some icons never fade, they simply reclaim the stage.