The Eighties. An important period that definitively marks the official passage of sunglasses being a simple accessory to becoming a fashion accessory. Designers impose their symbols, made of signals, initials, and signatures. In the end, they are soulless beauties that leave the consumer with a desire to stand out, to be simply themselves. These are the years of yuppies and women managers in tailored suits, of health consciousness and personal image. 1983 – and the Police brand name is born in this context.
It was certainly not a name chosen by chance. Bruno Palmegiani, designer for the De Rigo Group, understands the importance of choosing a reference that forges a collective image, that targets young people in particular, and makes them dream by proposing an innovative means of expression. Something from over the Atlantic, something American. Non-conformist. Offbeat. A name that recalls life on the road, but also an unmistakably urban spirit that evokes the idea of the ultimate metropolis. New York, the Big Apple. Even the symbol that characterises the first models recalls the same myth: the spread eagle. A courageous choice because Police is one of the few Italian house brands to challenge designer names and the system, to break the rules, using a fresh and immediate expressive idiom distinguished for its audacity and boldness. It is immediately given due recognition by the general public. The way it is presented is decidedly revolutionary: exclusively unisex glasses with predominantly masculine elements that, in collections of recent years, leave little space to feminine sorts of connotations.
One example of how, without ever betraying its own spirit and vocation to freedom, Police glasses succeed in identifying themselves with the tastes of the young and not so young, to focus attention on the right details, to make themselves known, while transforming over time. Always the same and always different. All around the world and at every latitude. And to think that up until the 1990s, “globalization” was not yet a word that everyone knew, so much so that firms differentiated products according to the geographic area of distribution. This was an issue that had absolutely nothing to do with Police, which during the 1990s became a true phenomenon with their blue mirrored lenses that were often combined with gold metal: a planetary trailblazing success that all sector firms then picked up on. Once again a courageous choice in a time when minimalism dictated its aesthetic limits of "less is more".
From a simple brand name of glasses, Police has been transformed over time into a lifestyle, also thanks to the extraordinary communications based mostly on spokespersons. Ahead of its time. Only male celebrities belonging to the worlds of cinema or sports who were all assigned one very difficult task: that of attracting both men and women. And they pulled it off effortlessly: sex symbols for women, role models for men. Game over. Such a strong, incisive brand name could not but be extended to other sectors, like perfumes (1997), watches (2003), jewellery (2005), and leather goods (2007). All with a distinctive personality. But did you have any doubts?