Friday, November 4, 2011

Police: the brand

By David Gill


The Police brand was founded in 1983 by eyewear giant DeRigo to compete with fashion trends that were driving sunglasses straight into the fashion industry. The Police brand would soon go on to become an apparel empire but its humble beginnings came from being one of the first independent fashion sunglasses brands.

The brand was originally labelled "Police" as the sunglasses were designed around what the current police force were wearing. Police is very much a lifestyle brand and it lends itself well to providing staple accessories for everyday wear. The range is not designed to be worn once or twice but as a practical and robust option for repeat use.

The Police brand is perhaps one of the more casual of the higher-end fashion brands as it appeals to a more sporty and casual persona in contrast to a high-fashion and over the top approach. Originally designed for men, the Police brand today designs a majority of unisex eyewear based on the belief that male and female trends are beginning to merge thus not creating a need for independently designed eyewear.

Rather than aiming for standout, timeless accessories, the Police brand is created on a more practical basis. The sunglasses combine a level of practicality with a level of Italian chic that comes with any Italian fashion house. The brand is not strongly feminine or masculine, rather it appeals to the more edgy, more urban clientelle. This contrasts many fashion houses who aim to create a very soft, feminine design with many of their ranges.

Celebrities and stylists often turn to the Police range for sunglasses selection. The brand which has now expanded to include watches and clothing is often seen gracing the covers of many magazines and celebrities. David Beckham, Bruce Willis and George Clooney are among the celebrities to have previously worked with the brand.




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