Though images of Royce Quad and a Bruin football squad adorn the walls, the clothing sold here is unlike what students are used to finding when they stroll into Ackerman Union.

Instead of T-shirts, hoodies and athletic gear emblazoned with the letters “UCLA,” customers are greeted with an array of sleek black blazers, short- and long-sleeved polo shirts and button-downs with starchy collars.

A navy sweater with an argyle pattern offered for about $85 features a discreet tab on its bottom-left side bearing the letters “UCLA.”

At boutiques and specialty counters in China, UCLA apparel is meant to represent a style dubbed “smart casual,” a marketing decision that capitalizes on an idealized vision of a relaxed Southern California lifestyle and American intellectualism.

By the end of 2008, there will be about 100 locations in China selling the UCLA brand, said Wade Chen, director of licensing and consumer products for Interasia and Associates.

Interasia is the licensing agen......