Heritage
A house, in its own words
Police was launched in 1983 by the De Rigo brothers as the first brand of their company Charme Lunettes, according to the brand’s Wikipedia entry. The founders built the label around high‑contrast sunglasses that appealed to both men and women seeking a modern edge. Within a few years the company broadened its reach, adding watches, pens and other accessories, a move documented by Basenotes. The expansion into fragrance arrived in the early 2000s, with the release of Naked Pour Femme in 2003 followed by Eyes Feminine in 2004, both listed on Fragrantica. The line continued to evolve, introducing Pure Man in 2008 and Pure DNA Homme in 2009, reinforcing the brand’s commitment to scent as an extension of its fashion DNA. In 2015 Police Exotic entered the market, showcasing a more experimental side, while recent releases such as Potion Love For Her (2021), Potion Arsenic For Her (2023) and To Be My Avatar for Man (2024) demonstrate the house’s willingness to explore new olfactory narratives. Throughout its history Police has maintained a consistent visual language—sharp lines, metallic accents and a distinctive badge motif—linking each product category back to the original eyewear aesthetic. The brand’s trajectory reflects a steady diversification strategy rather than a rapid pivot, allowing it to retain the design discipline cultivated in its early years while reaching new consumer segments across fashion and fragrance. Police frames its creative vision around the concept of urban authenticity. The brand states that it draws inspiration from city life, music and contemporary culture, translating those influences into scent stories that feel immediate and personal. Rather than chasing fleeting trends, Police aims to capture the attitude of a moment—confidence, rebellion, spontaneity—and embed it in each fragrance. The house works with external perfumers who translate the brief into compositions that balance synthetic modernity with natural warmth, a practice noted in Fragrantica’s ingredient listings. This collaborative approach reflects a belief that fragrance should be both wearable and expressive, a scent‑wearable that complements the wearer’s lifestyle. Police also emphasizes accessibility, positioning its scents at price points that invite a broader audience to experience designer‑inspired aromas without sacrificing quality. The brand’s statements about community and self‑expression appear on its official channels, but independent reviews confirm that the scents resonate with consumers who value a bold, unapologetic identity.