Police has celebrated the 40th anniversary of its lifestyle brand at an event in Rome.
Chris Hanley and Angelina Chee, from Police distributor DeRigo Australia, were at the event and were blown away by the brand’s history.
“We were honoured and humbled to learn about the journey that Police has been on since its creation in 1983, and also shocked to realise we have been part of that journey for the last decade,” said Ms Chee. “It really made us feel old!
“We started the day by arriving at the Salone Delle Fontane, where we came face to face with one of the Mercedes AMG F1 racing cars, along with a Police concept store featuring all of the Police Lifestyle licence products – from watches and jewellery to leather goods, apparel and of course, eyewear.”
A fascinating Q&A session with Mick Schumacher, reserve driver for the Mercedes-AMG F1 team was followed by a “spectacular party”.
The event comprised a one-day workshop, providing Mr Hanley and Ms Chee with an opportunity to learn about how the brand has evolved since becoming the first sunglass brand purely focused on fashion.
A fascinating Q&A session with Mick Schumacher, reserve driver for the Mercedes-AMG F1 team was followed by a spectacular party
Police, which Ms Chee describes as “De Rigo’s number one house brand”, has collaborated with some impressive organisations in recent years, including the Avengers franchise, MIB International, and most recently, Bullet Train. Iconic ambassadors who have been the face of the brand include George Clooney, Antonio Banderas, David Beckham, and currently Lewis Hamilton and George Russell.
“We both came away excited and motivated to share the story with the Australian market. Look out for all the promotions, activations, and special events that we will be hosting in Australia to celebrate 40 years of Police,” Ms Chee said.
Contact: De Rigo Vision (AUS) 02 9428 1500
