POLICE was launched in Italy in 1983. It is a metropolitan manifesto for those who set out to get noticed. The name is no coincidence. It triggers the imagination and dreams, especially of the younger generations, and offers a whole new outlook, across the ocean and against the tide. The name evokes the American "on the road" lifestyle. The world we live in now and the idea itself of rebellion have changed, and the brand decided to aim, in a new voice, at the today's rebels: young people who want to make a mark on the world they live in through their choices and their desire to express themselves. They're the people who more than any other will influence the world we live in tomorrow and best represent the renewed spirit of Police.