It is a tradition for most Oxford colleges including Lincoln's to wear a gown whenever one goes to the Hall for dinner every night. This is one of the shops that sell the gowns. This is the same gown that one wears for matriculation. Matriculation is an event that every Oxford student has to attend where one is formally welcomed to the University. The local stores in Oxford are now preparing to welcome (and sell the gowns to) the new students who are bound to arrive in the coming weeks.