(urbanatomy.com)
Updated: 2008-05-27 14:49

Hunky, fresh-scrubbed undergrads define the look at UCLA. Sold under the auspices of the namesake university, a savvy school board foresaw the commercial value of exploiting the UCLA crest way back when the institution was founded in 1919.

The UCLA menswear line was first introduced to China in 2004, targeting a rising generation of highly-educated, America-attuned youth who embraced the insignia-splashed gear and attributed air of academic cool. The brand recently opened a second store in Shanghai, ushering in its new-look global image (think breezy Los Angeles beach life mixed with black and white portraits of the campus buildings and football team) and a summer collection of preppy striped shirts, vests and blazers along with baggy sweatpants and hoodies that are great for weekend lazing. For actual UCLA alumni, the new boutique offers personal image consulting and free coffee, too.

UCLA
5/F, Brilliance Shimao International Plaza, 829 Nanjing Dong Lu
63511804
www.uclastore.com.cn