One of the first weird but cool and so very Japanese things my friends fell in love with in college was Gothic Lolita fashion. This trend/lifestyle choice started a while back and you can learn more about the history here. There's even a wikihow on how to be a lolita here. There are a few variations of the Lolita theme, but the vast majority come with extremely detailed and expensive clothing and accessories.
There are plenty of shops, first hand and second, for any style of lolita in Tokyo or Osaka. Sendai is not so big and offers significantly fewer options, but they do still exist here, mostly clustered together on the seventh floor of the Forus building, walking distance from Sendai station. Just walk down the arcade until it dead-ends at Sun Mall Ichibancho and turn right. Forus is on the right before you get to the Disney Store.
Take the escalator up and get off when you see "Gothic Lolita * Sports" sign on the seventh floor. As amusing as it sounds, this isn't the floor for displays of Gothic Lolita Sportsmanship (Pretentious petty-coat fluffing? 50 yard Scowl? Delicate field hockey in painful footwear?) but the sign is an accurate description of the floor's contents as a sporting goods shop takes up half of the floor.
On the other half you can find Angelic Pretty, Alice and the Pirates, and KERA Style shop in addition to a small Doc Martens store front. There are also wigs and alterations available for the discerning customer. The first thing you see is the media shop, which usually has the most recent copies of the Gothic Lolita Bible, a bi-yearly seasonal style guide for the lolita, complete with sewing patterns for a few select pieces every month. Also, this place sometimes holds in-store events for current Visual Kei artists and other similar genres sold in the store.
If you're looking for the lolita outfit of your dreams or just wanting to window shop, this is one of the more peculiar but fun areas of Sendai in which to do it. Serious budget-conscious lolitas in the area also know of several small lolita-specific resale shops, though they still tend to be a bit pricey for some budgets, including my own.
The frilly and fun things I find these days are far closer to the station, on the sixth floor of the building once known as Sakurano. The company went under earlier this year and took with it access to one of my very favorite shops in Japan-- Ozzonste.
This was the store on the second floor, before Sakurano died.
Ozzonste isn't strictly lolita but does work some nice details into some fun and well-made garments, usually with fabric stretchy enough to accommodate a larger American woman like myself. I can't wear everything they make but the stuff I can makes me feel so very cool and frequently can be paired with more plain clothes to make a cool outfit that doesn't scream VK/PUNK/GOTH/WEIRDO (not that there is anything wrong with any of those things-- I love those things, but I don't have the bravery, budget, or wardrobe to wear them every day). So for the more tame among us, this isn't a bad brand. Unfortunately, I haven't been financially capable of shopping at this location in years, though I always found the window shopping to be inspiring.
Instead, I go up to the floor dedicated to second hand clothing and hunt. Scouring for badass clothing is actually one of my favorite past-times in Japan. If my daughter is stroller-bound and asleep, I can kill more than an hour looking through all the women's sections for anything with a brand-name I like. On this specific trip, I bought one beautiful Ozzonste top (regular retail: way over $100. BookOff Price: less than 2000 yen) and a really cool h.Naoto shirt for a friend back home...no really. That is way too badass for my housewife-life.
There are several brands that specialize in classic Lolita including Angelic Pretty, Baby The Stars Shine Bright, and Alice and the Pirates. I've known some to wear the latter few in combination, but generally all to the full-lolita ensemble. These are not things you can just pair with your jeans, generally. You will find them at the name brand stops, the lolita resale shops, and very rarely at BookOff. My favorite designer, H.Naoto, might use some of the frill and flare from lolita for some of his brands but generally tends more toward the goth-androgenous VK side of things. Hell Cat Punks offers similar clubbing options edging toward the punk side, if you're planning on attending many hardcore live performances. Both of these sometimes find their way into the KERA shop in Forus or BookOff.
In the meantime, here is my purchase in action, completing an outfit I didn't know I needed or had. For anyone not believing that little green top can fit anyone above a US size 12, here's proof!
So now you've seen that stretchy Ozzonste tops can fit people outside Japan's concept of normal sizes, but you may still be thinking, "Didn't you say something about jeans? Could you really wear that with jeans?"
And I would tell you no, that this top really is more of a theatrical piece in my opinion. That said, I do have a few pieces from this brand that can be added together, even with red high-wasted mom-jeans.
Still theatrical, still dramatic, but not as much as a full ensemble of similarly designed clothing, which might feel like overkill.
How do you adapt interesting Japanese trends to your lifestyle?