Nicolas Loufrani, president of The Smiley Company, visits China to promote its brand.

Wearable culture

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The Smiley Company, the owner of the smiling face image, is on the lookout to cooperate with Chinese designers and artists.

Company President Nicolas Loufrani says as the brand makes its foray into China's market, it will pay close attention to Chinese culture.

"We also will look for some young and talented Chinese designers to collaborate with us. We hope in the near future consumers can see the smiling face logo with a Chinese touch," Loufrani says.

The Smiley Company was founded by Loufrani's father, Franklin Loufrani, in 1972 in France. He created the label to promote positive news.

But the organization has since developed various merchandise based on this logo.

Nicolas Loufrani was recently in Beijing to share the story of how they make thousands of products from one simple trademark.

"We have products like hoodies, sweaters, winter

jackets, pants and ski hats. We have kids and baby collections. We are also very strong in gifts and stationery. We also create toys, home decor. You can see that we are into different industries, and it's a lifestyle brand," Loufrani says.