The brand defines a modern alpha as young, bold, and open to express their thoughts. They want their voices heard.

“Today, the brand is aimed at the Modern Alphas, young people who want to make a mark in the world they live in through their choices and their desire to express themselves. These new rebels challenge themselves to overcome all limits, and their fight has become a form of discipline and a drive for excellence. Unlike the past, they do not want to flee or oppose society, but to stand out within the group to which they belong,” shares Ian Lucas, Regional Head of De Rigo Ltd, the distributor of POLICE sunglasses.

The brand pooled together their key ambassadors for the campaign from key entertainment celebrities, models, athletes and rising stars – this new breed of quiet rebels are sure to lead another fashion revolution.