Tokidoki

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  tokidoki The Small Crossbody in Mini Mimetica
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  tokidoki The Movie Snacks Hoody
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  tokidoki The Candy House Tee in Pink
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  tokidoki The Usagi Tee in Hot Pink
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  tokidoki The Laureando Messenger Bag in Pegaso
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  tokidoki The Explorare Backpack in Pegaso
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  tokidoki The Centro Small Handbag in Pegaso
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  Snooze City The Adios & Ciao Ciao Tokidoki Pillowcases
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  tokidoki The Incontro Small Messenger in Stella Nera
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  tokidoki The Explorare Backpack in Fantasma

The Rainbow Storm Hoody

The Tokidoki world began as one of Simone Legno’s creative outlet in the early 2003. He named it Tokidoki, which means “sometimes” in Japanese.  Never in his wildest dreams did he imagine this work would become a cultural icon in the making. Today, the world of Tokidoki is an international label phenomenon.

Tokidoki creator Simone Legno is an Italian artist that had great love for Japanese culture. While still at school, he put up his portfolio website featuring his Tokidoki artwork, which immediately gained a following. Two of them were Pooneh Mohajer and Ivan Arnold, co-founders of Hard Candy Cosmetics. Both fell in love with the concept and offered Simone the opportunity to build Tokidoki into a brand.

Simone Legno moved to Los Angeles to build what would soon be an iconic empire. With his love for Japan, his upbringing in Italy, and his new life at Los Angeles, he created colorful, eclectic, and playful designs that debuted into print as t-shirts, hoodies, and jackets for men and women.

By the year 2005, the Tokidoki merchandise moved from apparel to sneakers. It started appearing in trade shows and in Sneaker Pimps New York. Word got around and soon Tokidoki found itself gracing the designs of  Le Sportsac.

International domination for the Tokidoki brand was just getting started. Sales for the Le Sportsac bags went so well that the company renewed its contract with Simone Legno. Yet, Tokidoki did not stop at clothes, shoes, and bags.

Tokidoki extended its line to iPod covers and wallpapers. Soon, big companies had heard of the brand and started clamoring to have tie-ups with Tokidoki. Simone Legno collaborated with Levi’s, Ride, New Era, Logitech, MIKASA, and Fujitsu, to name a few. Laptops, sports equipment, snowboard, jeans, and famous clothing lines were infected by the Tokidoki craze.

Tokidoki T-shirt designs

In addition to the many collaborated work, Tokidoki still maintained its own apparel line, with a few twists. Tokidoki also began producing its own toys, stationery, key chains, accessories, jewelries, zippos, and cosmetics. What did not change was its trademark look. The brand maintained its distinct style that made it famous: playful yet elegant, whimsical yet realistic, and colorful yet subdued.

Tokidoki endears itself to many people all over the world. Despite its cute design, the brand reaches out to all age groups. Even Hollywood found the brand irresistible as celebrities like Fergie, Paris Hilton, Lindsay Lohan, Jean Alesi, and Sean Paul is seen wearing a Tokidoki merchandise.

Currently, Tokidoki’s creator Simone Legno is busy designing a clothing line for Target, which would feature a totally different world and characters. In his free time, Legno flies around the world to hold conferences for aspiring designers.

Tokidoki stores can be found at New York and Milan, on their website is www.tokidoki.it, or on online retail stores such as Karmaloop.