Italian eyewear producer De Rigo has rebranded its in-house label Police.
The brand was first launched in Italy in the 1980s as a unisex eyewear label which reached out to young glasses wearers. However, in order to stay connected with a younger audience, De Rigo has announced that Police will undergo ‘a profound transformation process involving all elements of its identity, from the product to the brand’.
Creative director Enrico Furlan has headed up the design process and has drawn inspiration from classic elements of Police style to create the 2017-2018 Quiet Rebels campaign; a collection which is aimed at people who ‘want to make a mark on the world’.
Alongside other product lines, Furlan has added new collections targeted at the fast fashion segment and, with the Discovery line, has focused on innovation and technology for the higher end of the market.
De Rigo also announced it has been joined in its rebranding and advertising project by H-ART, which has overseen a research and conception process over the past nine months.