Not too sure about "lore friendly" clothes, do you mean clothing that just looks normal? From my past search and trials, there are very few clothing mods that don't concentrate on Morrowind's style or lore, unless they're following a trend of some other game or cartoon. Don't be afraid to randomly check them out, there are lots of nice ones. http://planetelderscrolls.gamespy.com/View.php?view=User.EntriesListing&id=20128 (on PES) has made some really good clothes, you might want to have a look here. (No offense to you other clothing modders that I didn't mention...)
I second Plangkye - really great clothing mods she has there.
I also reconmend:
- Better clothes
- Better Tribunal clothing
- Darknuts better clothing textures for better clothes
- Starstone out post has some, what I would consider lore friendly, clothing. Nothing to over the top
- Winter wear ( has some fur robes and jumpers which fit in Solsthiem)
- The sicssor and thimbles ( parts 1,2 and 3) colletion
- Canadian Ice's Robe replacer
Those are just the ones I can remeber off the top of my head!