Must Read: The Rise of SEC Fashion, Aritzia IPO May Raise Up to $300 million - Fashionista

Must Read: The Rise of SEC Fashion, Aritzia IPO May Raise Up to $300 million

Plus, what the future holds for modern luxury brand Kit and Ace.
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An Aritzia window display in New York City. Photo: Eugene Gologursky

An Aritzia window display in New York City. Photo: Eugene Gologursky

These are the stories making headlines on Monday.

How dressing for football games became a veritable Thing
One might not necessarily think fashion and college football have much in common, but in America's Southeast region, not dressing up for big games is simply not an option. "In all southern college towns, football is a huge part of that culture," says J. Hoover, the director of marketing of Entourage (a women's boutique based in University of Georgia territory) in an interview with Racked. "The entire back of our store during gameday season is devoted to red and black." {Racked}

Aritzia expands number of shares in Canadian stock market
Vancouver-based retailer Aritzia may rake in as much as $304 million in its initial public offering (IPO) after increasing the amount of shares being offered by 25 percent. Each share is currently going for C$14 to C$16 each ($10.65-$12.16 in US dollars) and are available today. {Bloomberg}

Kit and Ace: Too much too soon?
Last week, the luxe athleisure brand announced that it will close a quarter of its 60 stores over the next two years in addition to laying off 20 percent of its office staff of 280 employees. The label's co-founder, JJ Wilson, also announced he's stepping down from his executive role at the company, but will reportedly remain involved as a board member. Whether the two year-old brand was perhaps too aggressive in its approach to opening doors or hiring, this series of moves is no doubt an attempt to hit "reset". {Leanluxe}

Kevin Hart and David Beckham go on a road trip for H&M
The unlikely (but nevertheless compatible) pair star in H&M's latest campaign video, which features Hart and Beckham trekking through the desert en route to Las Vegas, clad in the brand's "modern essentials" — think neutral sweaters, pants and tees. Watch the five-minute short film in full, below. {YouTube/H&M}

Dsquared2 is going co-ed
Dean and Dan Caten, the twins behind Italian label Dsquared2, announced that they will combine their men's and women's runway shows beginning in January. "The fashion system itself needs to be as fluid and modern as the changes that it perpetrates on the runway," said the brothers via press release. "We're ready for a new approach, and it's one that comes naturally to us, because we always design the Dsquared2 man with the Dsquared2 woman in mind and vice versa." {WWD

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