Tokidoki is a happy world. It is a cute, playful and pure, yet provocative, sophisticated world that I imagine, live and dream of.-Simone Legno
Tokidoki means “sometimes” in Japanese. Simone chose this Japanese word because of his love and fascination for Japanese culture and everything it stands for.
"I chose “sometimes”, because everyone waits for moments that change one’s destiny, by chance or by meeting a new person. Tokidoki is the hope, the hidden energy that everyone has inside, giving us the strength to face a new day and dream about something positive that something magical will happen to us."
Born in Rome, Italy, Legno, has always had a vibrant passion for drawing, even as a child. Little did he know that this was the beginning to his self made empire and what eventually became Tokidoki Brand. He started off studying Political Science but very soon realized that he was not at all interested in the subject. His real passion from within told him that he was to go to Design school. In 2002 Simone and his best friend decided to build their own online company which today is now called www.vianet.it He then went on to creating a website as a visual diary to showcase his work. His strong passion led to the eventual creation of tokidoki.it, Legno’s online portfolio which quickly grew into a globally distributed brand.
Simone's vision soon came to reality when his artwork caught the attention of entrepreneurs Pooneh Mohajer and Ivan Arnold, who are the co-founders for the cosmetic brand Hard Candy. By 2004 he then moved to LA to develop and merchandise his art and then launched into his artistic career.
Since debuting in 2005, tokidoki has collaborated with such brands as Hello Kitty, Karl Lagerfeld, LeSportsac, Barbie, Onitsuka Tiger, Marvel, Sephora, Target and others.
Simone Legno has definitely surprised the contemporary world with an art collection which is "cute, playful and pure, yet provocative, yet sophisticated. Legno's most popular work consists of a compilation of sassy yet lovable characters such as the "Moofia", "'Til Death Do Us Part", and "Cactus Friends". These characters have been designed with a quirky energy which is responsible for their popularity, appeal, and connection with the viewer. All of these artworks feature personified inspired characters of vibrant color and intention. His inspiration for Moofia stems from his Italian heritage.
Legno also creates striking canvas works featuring modern, fashionable Japanese women. These works show the sweet elegance which has been handed down from portrayed Japanese women to their modern counterparts, while also granting contemporary sex appeal and edginess.
His work shows the unique understanding of Japanese art through the eyes of a classically trained Italian artist. Tokidoki is a mixture of "visual inputs, cultures and perfect blending of opposites living together"
Tokidoki is a combination of Legno's Italian background, love for Japanese culture, and the urban glamour of his current LA residence. His blend of diverse cultural and artistic styles has led to undeniably interesting works, which are rousing as well as refined.
By this explanation, tokidoki fulfills its purpose by hosting sweet and inspiring characters filled with energy, mystery, hope, and humor.
tokidoki distributes its products to Nordstrom, Macys, Fred Segal, Karmaloop and approximately 1000 boutiques in more than 60 countries worldwide. tokidoki retail stores can be found in Los Angeles, Santa Monica and Milan, Italy.
You can also purchase Tokidoki merchandise @ www.tokidoki.it
“tokidoki is the hope, the hidden energy that everyone has inside, It gives us the strength to face a new day and dream about something positive and the hope that something magical will happen to us.” - Simone Legno
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