Simone Legno was born in Rome, Italy (June 1977) and has always loved drawing ever since he was a child and had boxes full of chewed broken pencils.
Tokidoki is a happy world. It is a cute, playful and pure, yet provocative, sophisticated world that Simone imagines, lives and dreams of. Tokidoki means "sometimes" in Japanese. Simone chose a Japanese word because he loves Japan. He loves everything from the ultra modern happy face of Shibuya to the serious magic silence of Kyoto.
In 2004 Simone moved to Los Angeles to develop his own Tokidoki apparel, art and lifestyle licensing brand with 2 business partners (Ivan Arnold and Pooneh Mohajer). In 2005 they launched tokidoki first as a clothing line and because of its amazing success quickly moved onto other items such as vinyl toys, skate decks, jewelry, watches, knitwear, sportswear,
accessories, shoes and stationery.
Tokidoki has collaborated with other brands such as K Karl Lagerfeld, Sephora, LeSportsac, Onitsuka Tiger, Marvel, New Era, Hello Kitty, Fujitsu, Levi's, Smashbox cosmetics, Xbox, T-mobile, Fornarina, Medicom Toy, Skullcandy and more to come.