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Ouji (prince) fashion is the more “masculine” style equivalent to lolita fashion. Similar to lolita fashion, ouji fashion is full of frills, fantasy, and fun aesthetics. Although lolita fashion is rising in popularity, ouji fashion is still a very niche fashion style, so finding it readily available can be difficult. In this post, I’ve compiled the most comprehensive list of places to buy ouji style clothing.
When shopping for ouji clothes online, the most important step is to take your body measurements. You will need your measurements in order to read size charts because sizing across brands is not standardized. Measurements should be taken in centimeters because most ouji clothing is produced in Asia. Bust, natural waist, shoulder width, hip, inseam, and rise are the most important measurements for ouji fashion. Buying pants online requires precise measurements since there are so many different parts to pants. You can not just rely on a generic letter size because L size in for one brand could be a completely different size for another brand.
This brand list is categorized into 4 main sections:
Japanese Ouji Brands
Japanese alternative fashion brands are the main producers of ouji style clothing. Most of these brands are mainly lolita brands that produce matching ouji sets. Buying from Japanese brands is usually the most expensive option with the most limited sizing, but the quality is guaranteed to be good. Brand name clothing is not a requirement to dress like a prince! By default, Japanese brand sizing is lady’s sizes unless otherwise noted.
Nowadays, most Japanese brands will ship directly overseas. There are still a handful of brands that do not ship overseas, so if you want to buy from a Japanese store that does not offer international shipping, you need to use a shopping service or mail forwarding service.
The first several brands intentionally create ouji fashion and have been producing pieces for years. These brands are staples of any wardrobe and usually have ouji pieces readily available in stock.
As we move further down the list, many of these brands are lolita or punk brands that are not specifically ouji, but occasionally make pieces that can be incorporated into an ouji outfit. These brands’ blouses, hats, socks, and other accessories make a good fit for ouji fashion.
Alice and the Pirates
Alice and the Pirates is the sister brand to Baby, the Stars Shine Bright. Often abbreviated to AatP, its most known for its pirate and vampire themed clothes made by the first designer. Nowadays, they are experimenting with other themes such as steampunk, classic, and fairy tale inspired elements. They are at the forefront for one of the longest running and frequent ouji releases.
Styles: gothic, classic, sweet, punk, pirate, sailor, steampunk
Sizing: Lady’s and men’s sizing available. Garments made in men’s size will have an interior spider tag. The men’s sizing can be rather narrow though.
International shipping: Yes
Webshop (Japan)
Webshop (USA)
Learn more about Alice and the Pirates’s brand history.
Atelier Boz
Atelier Boz is a gothic brand with a strong and mature medieval European aesthetic. Their clothing features sleek lines for the tailored silhouette. You won’t find many frills or trims here. Black is their signature color. Their iconic Roland Jacket is a must have staple for all oujis.
Styles: gothic, classic, religious
Sizing: Lady’s and men’s sizing available. Most jackets, blouses, and pants will also be available in men’s sizing. Out of all the Japanese brands, they make the most men’s pieces that actually fit men. They have started to make L size for lady’s size.
International shipping: Yes
Webshop
Learn more about Atelier Boz’s brand history!
Metamorphose
Metamorphose is one of the most active lolita brands. They release ouji coat, vest, and pants a few times a year. Metamorphose pieces are well-constructed and often feature ample shirring to accommodate a range of sizes. They sometimes release printed ouji items.
Styles: classic, sailor, military, sweet
Sizing: Although there is no official men’s size, many of their ouji pieces are usually designed to be oversized or have shirring. Metamorphose released their first plus sized ouji set in 2025.
International shipping: Yes
Webshop
Miho Matsuda
Miho Matsuda is one of the oldest brands to make ouji clothing. Like Atelier Boz, they mostly make solid black and white pieces. In contrast, Miho Matsuda’s vibe leans towards a younger and simple image of ouji style.
Styles: gothic, classic
Sizing: Sometimes pieces will be made in M and L size.
International shipping: Yes
Webshop
Moi meme Moitie
Moi meme Moitie is the gothic lolita brand most known amongst fans of visual kei. They are known for their elegant and sleek designs which often include jabot blouses and long flowing gilets. Founder Mana-sama can often be seen wearing the men’s items.
Their men’s line is technically called “Elegant Gothic Aristocrat,” but for simplicity’s sake they’re included here.
Style: gothic
Sizing: Lady’s and men’s sizing available.
International shipping: Yes
Webshop
h.NAOTO
h.NAOTO has been around for many years and makes both masculine and feminine gothic and punk clothing. h.NAOTO has many different sub brands, both current and defunct, and has taken on different styles over the years. The Seven, Blood, Steam, and Anarchy sub-brands usually have the blouses, vests, and jackets that work well with gothic ouji styles. The brand incorporates a lot of textures in their pieces making them popular with those who like visual kei influence in their looks.
Styles: gothic, punk, steampunk
Sizing: One size usually, but tends to lean unisex. They debuted their first L size vest in 2025.
International shipping: Yes
Webshop
Amavel
Amavel is a girly kei fashion brand that occasionally makes casual lolita and ouji pieces. Since Amavel is a girly kei brands, they have a lower price point than the other lolita brands since the pieces are more casual and have less details.
Styles: classic, sweet, gothic, military, casual
Sizing: Lady’s size only, but generally blouses are meant to be loose and pants have shirring.
International shipping: No
Webshop
ALGONQUINS
Algonquins is a punk brand that makes very wearable and comfortable pieces.
For ouji, most likely you’ll need to track down older pieces since modern Algonquins pieces are designed to be casual punk, not ouji.
Styles: gothic, punk
Sizing: Many unisex and adjustable sized pieces.
International shipping: No
Webshop
Alice Auaa
Alice Auaa is an avant-garde goth brand. They sometimes make a lot of frilly blouses and sometimes pants that work for mature ouji.
Styles: gothic, punk
Sizing: Lady’s size mostly. Recent collections feature oversized pieces.
International shipping: Yes
Webshop
Webshop (International)
Deorart
Deoart is a gothic and punk brand that often has a baggy silhouette and is popular in the visual kei fashion scene.
The brand doesn’t fit one style, but many of their pieces can work for ouji. Deorart’s pants are great if you have larger hips!
Styles: gothic, punk, casual
Sizing: Unisex sizing.
International shipping: No.
Webshop
Deorart items can be purchased directly through CDJapan which offers international shipping.
MAXICIMAM
Maxicimam is a Harajuku gothic and lolita brand divided into 2 lines: MAM and MA. MAM is their primarily lolita line. MA is their punk line where you’ll find most of the ouji clothes. MAXICIMAM has released pants, vests, and blouses for ouji coordinates.
Styles: gothic, punk, sweet
Sizing: One size. They tend to have comfortable pieces with a lot of elastic.
International shipping: No
Webshop
Maxicimam items can be purchased directly through CDJapan which offers international shipping.
Ozz On
Ozz On is a gothic, punk, and lolita brand that has influences from European, Japanese, and Chinese traditional clothing. They make both masculine and feminine clothing that can work for both ouji and lolita. Ozz On’s unique layering and non-standard (not black nor white) colors are what makes them popular with those looking for more intricate coordinates.
Styles: gothic, classic, punk, wa, qi
Sizing: Lady’s size only. A lot of Ozz On clothes are made of a comfortable soft jersey fabric that has a little more give than a stiff cotton.
International shipping: No
Webshop
Qutie Frash
Quite Frash is a Asian-inspired cyber goth brand. They mostly release wa and qi inspired clothing, but every once in awhile release a Western inspired piece. Because their clothes are made for movement, the fit of the clothes is more relaxed and made of stretchy material. You can find pumpkin pants and occasional fancy blouse or vest that are suitable for ouji style.
Styles: gothic, punk, wa
Sizing: One size. Usually stretchy or unisex.
International shipping: No
Webshop
Sheglit
Sheglit is a gothic and classic lolita brand from the one of the former designers of BLACK PEACE NOW. The brand leans more classic lolita, but they also make vests, blouses, and jabots that work well with ouji. They make ouji pants and coats every once in awhile.
Styles: classic, gothic, military
Sizing: Lady’s size. Some pieces made in L size.
International shipping: No
Webshop
HERHUM
Herhum is a Japanese indie brand inspired by nostalgic vintage fashion. Their fabrics choices are lightweight and comfortable. Their matching sets of beret, blouse, and shorts make an easy ready-to-wear outfit.
Styles: classic, sailor
Sizing: Unisex. Custom sizing available.
International shipping: Yes
Webshop
Atelier Pierrot
Atelier Pierrot is a brand and select shop focuses on making gothic lolita clothing. For ouji, dramatic frilly blouses and jabots are usually in stock. Every once in awhile, they will make a vest and pants for ouji.
As a select shop, they often carry some of the other brands featured on this list, such as Herhum and Sheglit, so their online store is worth checking out.
Styles: gothic, classic
Sizing: Lady’s size only. Blouses often have ample shirring.
International shipping: Yes
Webshop
Innocent World
Innocent World is a classic lolita brand. Over the years they have occasionally released ouji pieces, including vests, jackets, and pants. Most of their common blouses work well for ouji.
Styles: classic
Sizing: Lady’s size only.
International shipping: Yes
Webshop
Putumayo
Putumayo was a punk and casual lolita brand that went out of business in 2018. Putumayo came back in 2023, but has not made any new ouji pieces under the return, so the ouji pieces will have to be found secondhand.
Styles: punk, casual, gothic
Sizing: Lady’s only. Fabric usually has some stretch.
International shipping: No
Webshop
Victorian Maiden
Victorian Maiden is a classic lolita brand that has made ouji pieces like pants, and vests in the past. They have not made ouji specific pieces in quite some time, so the current pieces on their shop that fit ouji will be blouses or coats.
Style: classic
Sizing: Lady’s size only.
International shipping: Yes
Webshop
Defunct Brands
Over the years brands come and go, and sometimes come back! Even though these brands no longer exist, many of their pieces are still in circulation since ouji fashion is so niche.
At one point, Algonquins and Putumayo, listed above closed. They came back after several years though. Atelier Boz was very close to closing. Anything is possible at this point, so having dead brands referenced still helps. Here are some currently defunct ouji brands:
BLACK PEACE NOW
Black Peace Now is the predecessor to Sheglit. Unlike Sheglit, Black Peace Now carried a wider variety of feminine and masculine clothing that leaned much more gothic and punk.
BLACK PEACE NOW made mid and high quality pants, vests, jackets, shirts, and more. It’s worth looking through secondhand listings.
The Black Peace Now label include three sub-brands: Black Peace Now, Peace Now, and Black Peace Now for Men. BPN was their main gothic and lolita line. Peace Now was for more casual and punk pieces. Black Peace Now for Men was specifically for their men’s size pieces.
Styles: gothic, punk
Sizing: Lady’s and men’s sizes.
Excentrique
Excentrique had a heavy focus on corset lolita designs but has also produced ouji items, including jackets, vests, shirts, and pants. Their pieces are high quality and have a crisp historically inspired designs. Their most popular pieces were military themed.
Styles: classic, military, sailor
Sizing: Lady’s size only.
Chinese Indie Ouji Brands
Chinese ouji brands are currently on the rise in popularity! Their affordable prices, eyecatching photography, and more inclusive sizing are attracting more people to the style. Because these brands have access to cheaper manufacturing costs, these brands are able to produce pieces in multiple sizes easily; some even offer custom sizing. Ouji designs from Chinese brands lean much sweeter and/or experimental than Japanese brands. Because there are so many different Chinese indie brands, the quality will differ from brand to brand. Chinese brands use letter sizing, but again it is important to go by your body measurements since the sizes across brands are not standardized.
All of the Chinese brands shops have their shops on Taobao. Shopping from Taobao does require a bit of a learning curve. It is possible to order directly from Taobao in some countries, but it also usually requires the purchaser to know Chinese. Another option is to use a shopping service.
Timing is key when purchasing from Chinese brands. Each brand has its own policies. Some brands’ clothing can only be bought during a limited pre-order period. Some pieces are made to order. Some pieces may have ready stock.
Luckily there is an easier alternative out there! Using an accredited reseller like 42Lolita is a good option for those who don’t want to do a lot of leg work. Using 42lolita is easy because they have all the info ready in English in a simple webshop format. Be sure to use my promo code “BUTTCAPE” to receive 5% off your total order! Every purchase made using my code helps support this website.
Princess Chronicles
Princess Chronicles makes budgets friendly whimsical pieces. They are primarily an ouji brand that occasionally makes lolita pieces; usually it’s the other way around. If you’re looking for a lot of closet staples, they’re a good brand to look into.
Styles: classic, gothic, steampunk, military, casual, sweet
Sizing: Lady’s and men’s sizing available multiple sizes.
International shipping: No
Taobao Webshop
Shop Princess Chronicles @ 42Lolita
Arca et Ovis
Arca et Ovis makes many fantasy inspired classic and goth ouji pieces, including vests, capes, jackets, pants, and blouses. While their designs have a fancy flare, they are still very wearable.
Styles: gothic, classic
Sizing: Lady’s and men’s sizing available multiple sizes.
International shipping: No
Taobao Webshop
Shop Arca et Ovis @ 42Lolita
CastleToo
CastleToo makes nice basic pieces that can be dressed up or down. Their style leans more towards youthful ouji. Most of their ouji sets often match the feminine lolita sets that they also produce.
Styles: gothic, classic
Sizing: Multiple sizes, S-XL.
International shipping: No
Taobao Webshop
Shop CastleToo @ 42Lolita
La Pomme
La Pomme is a classic ouji brand making classic boxy, sleek, minimalist pieces, that lean aristocratic. Their pieces are great for those who enjoy suits.
Styles: classic, gothic
Sizing: Lady’s and men’s sizing available in multiple sizes. Custom sizing available.
International shipping: No
Taobao Webshop
Shop La Pomme @ 42Lolita
Classical Puppets
Classical Puppets is primarily a over the top lolita fashion brand that occasionally makes ouji pieces in the same vain.
If you’re looking for an OTT ouji coord, they might have one for you.
Styles: gothic, classic, steampunk
Sizing: Multiple sizes, S-L.
International shipping: No
Taobao Webshop
Shop Classical Puppets @ 42Lolita
Immortal Thorn
Immortal Thorn makes classic ouji pieces. Their blouses, vests, and jackets are long and flowing while their pants are more simple. They make some items in non-standard colors, like pink, as well.
Styles: classic, gothic
Sizing: Multiple sizes, XS-XL.
International shipping: No
Taobao Webshop
Shop Immortal Thorn @ 42Lolita
Lilith House
Lilith House is a gothic brand that makes dark fantasy inspired pieces. Gothic brands are rarer in the Chinese lolita scene, so Lilith House really fills the gothic void with heavily themed sets. They’ve made sets based on blood, vampire hunters, and dragons.
Styles: gothic
Sizing: Multiple sizes, S-XL.
International shipping: No
Taobao Webshop
Shop Lilith House @ 42Lolita
YourHighness
YourHighness makes gothic and classic ouji and lolita items with a strong military theme. They don’t release new designs very often.
Styles: classic, gothic, military, religious
Sizing: Multiple sizes, XS-XXXL.
International shipping: No
Taobao Webshop
Shop YourHighness @ 42Lolita
Little Dipper
Known for their blouses, Little Dipper makes pieces with lots of frills that work with both lolita and ouji. Their blouses are simple enough to be versatile and affordable. The best part about the blouses are they come in a ton of different colors. They have started making vests and shorts as well.
Styles: classic, gothic, casual
Sizing: Multiple sizes, S-2XL.
International shipping: No
Taobao Webshop
Shop Little Dipper @ 42Lolita
AmaStacia
Amastacia is primarily a classic lolita brand that makes classic ouji pieces as well. Their designs have a modern elegance inspired by vintage clothing. They operate both in China and France, so sometimes they vend at European events.
Styles: classic, gothic
Sizing: Multiple sizes, S-XL.
International shipping: Yes
Taobao Webshop
Neo-Ludwig/Fanplusfriend
Neo-Ludwig, also known as Fanplusfriend, is one of the oldest Chinese brands. The Chinese brand name is Neo-Ludwig. In the English speaking lolita community, they have been using the name Fanplusfriend Garden for a long time. They make both masculine and feminine classic and steampunk clothing. They can make bespoke orders.
Disclaimer: A lot of their earlier pieces are knockoffs of Atelier Boz, Alice and the Pirates, and Moi meme Moitie. They have shifted away from that, but some of the listings are still on their shop.
Styles: gothic, classic, steampunk
Sizing: Lady’s and men’s. Custom sizing available.
International shipping: Yes
International Webshop
Hoshibako Works
Hoshibako Works is a lolita brand that originated from China and has expanded to Japan. With multiple stores in Japan, Hoshibako Works designs are popular sweet and classic lolitas. They don’t have a consistent style; they do a little bit of everything. Most of their ouji releases lean on the classical and historically inspired side. The prices on the Japanese webshop are higher than the Taobao webshop.
Styles: classic
Sizing: Lady’s size, multiple sizes, S-M.
International shipping: No
Japanese Webshop
Taobao Webshop
Ichigo15
Ichigo15 is one of the first Chinese ouji brands to be discovered by the Western lolita community. They make solid classic ouji designs with simple silhouettes and great basics. They’ve been selling some of the same designs for over 10 years.
Style: gothic, classic
Sizing: Lady’s and men’s. Multiple sizes.
International shipping: No
Taobao Webshop
Punk Rave
Punk Rave is also one of those brands that’s been around forever. Although I wouldn’t consider them indie at this point since their brand has been wholesaled to almost every goth shop ever since before dropshipping got popular. Their style is more inspired by western goth fashion, but with the right styling they fit into the ouji aesthetic. For when you want to look like a vampire or metalhead. Or both. Quality can be hit or miss, but the convenience of ready stock in many sizes makes them worth a mention.
Styles: gothic, punk
Sizing: Lady’s and men’s sizing available in multiple sizes, S-4XL.
International shipping: Yes
International Webshop
Taobao Webshop
This is by no means an exhaustive list of all the Chinese ouji indie brands. New Chinese brands are created very frequently. For a comprehensive list of Chinese brands, please see A Big List of Chinese Lolita Brands.
More Indie Brands
This list includes more brands from around the world. These brands have less frequent production since they are usually owned by only 1-2 people. Since they are smaller, sometimes they are more flexible as well!
L’Esprit de la Noblesse
L’Esprit de la Noblesse is a Russian indie brand ran by a husband and wife duo. They make over the top classical lolita and ouji items using classical paintings as reference. Their pieces are very unique and dramatic in the most royal way possible taking inspiration from aristocracy and knighthood.
Style: classic
Sizing: Lady’s and men’s sizing available in multiple sizes. Custom sizing available. Plus size friendly.
International shipping: Yes
Webshop
I Do Declare
I Do Declare is a USA based indie brand inspired by royalty and historical fashion. They use a lot of natural materials and consider themselves as slow fashion.
Styles: classic, gothic
Sizing: Multiple sizes available, XS-3XL.
International shipping: Yes
Webshop
Glitter Tale
Glitter Tale is a Vietnam based lolita brand that also makes printed ouji pieces, including sweet ouji. One of their unique points is that they are willing to make ouji with sweet motif prints which is not something very common in the ouji scene. Their Facebook page often features previews of new designs.
They make custom sized pieces at no extra cost. They can also do bespoke orders.
Styles: sweet, classic
Sizing: Custom sizing available.
International shipping: Yes
Webshop
Anarchyneverdies
Anarchyneverdies is a USA based indie brand that make a lot of matching vests and pumpkin pants. Pieces are made to order.
Styles: sweet, gothic
Sizing: Multiple sizes, S-2XL. Custom sizing available.
International shipping: Yes
Webshop
Dandy Puppeteer
Dandy Puppeteer is a USA based indie brand. They started out as an accessories and legwear brand. Their themes are heavily inspired by whimsical motifs such as circus and. magic. When it comes to fashion, they prioritize making clothing in accessible sizes.
Their first clothing collection, the Carnival Puppet Clothing Collection, campaign launches this February 2025.
Styles: sweet, gothic
Sizing: Multiple sizes available.
International shipping: Yes
Webshop
Ouji Fashion on a Budget
If purchasing new from these brands is not a viable option, then there are a few budget friendly options to consider:
Buy Secondhand
Buying secondhand can be the least expensive route of shopping. This includes thrifting. This may take the longest amount of time, but with enough patience it will be worth the wait. Lace Market is the biggest platform in English for lolita and ouji sales. I sell on there quite often!
Offbrand
Of course, buying online is not the only option. You can often find prince-like clothing in many gothic or punk stores. Every once in awhile, militaristic designs pop up in mainstream shops. You may be able to find something in historical reenactment, vintage, or thrift shops.
Sewing
Handsewing your own clothes is a way to show creativity and skill! Good and easy beginner projects are to make accessories or add embellishments to pre-existing garments. Sewing ouji clothes may require an intermediate level of sewing since vests, jackets, blouses, and pants require some knowledge of tailoring. It is not always cheaper to sew your own clothes.
Ouji fashion has been gaining more fans in the last several years! We’re excited to see how it changes with new brands popping up more frequently.
If we missed your favorite ouji brand, let us know in the comments below!
If you like ouji fashion, you may like visual kei too. Check out a Big List of Visual Kei Brands! Happy shopping!