Tokidoki
| Company type | Private |
|---|---|
| Industry | Lifestyle, Fashion, Accessories |
| Founded | 2005 |
| Founder | Simone Legno, Pooneh Mohajer, Ivan Arnold |
| Headquarters | Los Angeles , United States |
| Products | Clothing, shoes, accessories, collectible dolls |
tokidoki—meaning 'sometimes' in Japanese—is a lifestyle brand inspired by Japanese culture, established in 2005 by Italian artist Simone Legno together with business partners Pooneh Mohajer and Ivan Arnold.
Drawing heavily from the vibrant and playful aesthetics of Japanese pop culture, particularly anime and manga, tokidoki embodies a rich cultural and commercial interplay involving Japan, Italy, and the United States. This unique blend has enhanced its popularity, especially among audiences acquainted with Japanese animation and comics both within Italy and internationally. The brand’s iconic emblem—a heart positioned above crossbones—captures the fusion of charming and edgy characteristics that define its identity.
History
In April 2005, Pooneh Mohajer, co-founder of the cosmetics brand Hard Candy, along with her husband Ivan Arnold, came across Simone Legno’s online portfolio, which had attracted significant recognition including a spot among The Independent’s top ten "websites of the week." Following this discovery, they connected with Simone and invited him to Los Angeles to help shape the tokidoki brand. Since then, Simone has emerged as a key presence at events such as San Diego Comic-Con, actively promoting the brand worldwide through appearances and autograph sessions.
Products
Simone Legno has created original pieces as well as collaborative projects with renowned artists like Karl Lagerfeld, producing collectible dolls and various accessories.
The tokidoki label encompasses clothing, shoes, and accessories that showcase artwork, characters, and logos crafted by Simone Legno. The company has formed partnerships with internationally recognized brands including Hello Kitty, Bearbrick, Barbie, Marvel, Nissan, Sephora, and even The Holy See. Additionally, Simone designed products for Roma, his favorite Italian Serie A football club since childhood.
Prominent tokidoki characters feature Cactus Friends, Donutella and Her Sweet Friends, Unicorno, Moofia, Mermicorno, Til Death, Punkstar,[1] as well as Luce, who serves as the official mascot for the 2025 Jubilee.
- ↑ "Characters". tokidoki. Retrieved 2019-04-06.