The name is no accident. It stimulates the imagination and dreams, especially of the younger generations, and offers a completely new perspective, over the ocean and against the tide. The name is reminiscent of the American lifestyle "on the road", but also of the strong urban spirit of the city of all cities: New York.

The Police brand continues to be fashionable without ever affecting their personality. This has been portrayed over the years by major brand ambassadors such as Bruce Willis, George Clooney, David Beckham, Antonio Banderas and football star Neymar Jr. who have interpreted and expressed the values, style and world of POLICE.