The Police label emerged in the early 80s, the same time appearance became of the utmost importance, and image and individuality began their triumphal march. During this time, everything was considered fashionable, including sunglasses. Police positioned itself with an urban style that went on to establish a trend. Sunglasses lost their image as useful, everyday objects and became a fashion statement. Police sunglasses became a very masculine, almost narcissistic, accessory to be worn everywhere. Police eventually became famous for its legendary blue mirrored lenses.
This successful style was picked up again and again by others. The cool, “self-appreciating” style was successfully launched for women in the 90s. Over the years, the Police brand developed a strong personality, which helped to extend the range beyond sunglasses. Jewellery, watches and perfumes with the Police logo were all launched. Everything followed the label’s philosophy for coolness and masculinity. With this in mind, it is no surprise that the likes of Bruce Willis, George Clooney and Antonio Banderas have all modelled Police products. Towards the middle of the last decade, Police’s image moved more and more towards modern individualism. The overtly masculine image has been abandoned in favour of a lifestyle which is open-minded and never average. David Beckham, a Police brand ambassador for several years, embodies this new image like no other.
Today, Police is undoubtedly an all-round lifestyle brand. With the launch of men’s and women’s clothing lines some time ago, the label has truly cemented its status on the fashion scene. Police relies on its past successes and its loyal clientele, who know that the label will not let them fall behind the trends, but will enable their individual lifestyles to stand out from the crowd. For future campaigns, Police is focusing on the principle of “Cool Hunting”, searching for people from the street who have an original and unique sense of style.
Bang on trend this year: Police sunglasses with blue mirrored lenses.