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Aimed to cater adults 18 and older, the Police Eyewear is now reintroduced by Eastern States Eyewear (ESE) to the U.S. market. Under an agreement with Police manufacturer Derigo, this collection includes both sunglasses and ophthalmic glasses. In general, the collection incorporates a youthful and edgy design. Some features of the collection are widely recognized, such as eight-base wrap designs, cylindrical lenses and mirror and gradient treatments. In fact, the Police brand is typically known for its men’s frames. But now, ESE has also introduced arresting women’s styles in the Police collection. The company infuses the collection with feminine colors, shapes and detailing.

This new action of adding feminine styling to the Police collection is a result of careful consideration by designers in Eastern States Eyewear. According to ESE president Paul Shyer, there are some important reasons. The most important one is that they have gained a huge success since reintroducing the collection to the market in 2003. This made it a natural reaction to expand the width and breadth of the Police collection in general. In fact, the new action is really natural since Police is primarily a fashion brand. It is very logical to address women’s needs. Women’s styles now go well with the popularity of color, stones and bold, daring shapes.

In the mind of Eastern States co-president Roger Shyer, the Police brand is basically “tough and street savvy”. Currently, Police eyewear and sunwear are really unisex that can be worn by both women and men. Individuals from high teens to those in their 40s and 50s are target customers.