Simone Legno (Co-Founder/Chief Creative Officer) of tokidoki was born in Rome, Italy.  Legno drew incessantly as a child. The boxes of chewed, broken and unsharpened pencils he adored as a kid were the beginnings of a passion for art that led to the eventual creation of tokidoki.

tokidoki means “sometimes” in Japanese. Legno, who has always had a deep love of Japan and fascination with world cultures, chose the word because he feels “everyone waits for moments that change one’s destiny, by chance or by meeting a new person”.  Simone's special moment arrived when his designs drew the attention of entrepreneurs Pooneh Mohajer and Ivan Arnold, who spied the art on his personal website and convinced him to move to L.A. to build a global brand.

tokidoki has collaborated with many brands such as Karl Lagerfeld, Guggenheim Museum, Sephora, LeSportsac, Onitsuka Tiger, Marvel, New Era, Hello Kitty, Fujitsu, Levi's, Xbox, T-mobile, Medicom Toy, MLB, Barbie, and Canon.

Simone has become a sought-after speaker around the world at museums, universities and conferences, from MOCA to the Adobe MAX conference, Flash Film Festival, Art Center College of Design, Apple store in Osaka, Istituto Europeo di Design, STGCC, and Grafika Manila.

tokidoki, which translates to “sometimes” in Japanese, is an internationally recognized and iconic lifestyle brand based on the vision of Italian artist Simone Legno and his partners, serial entrepreneurs Pooneh Mohajer and Ivan Arnold. Since debuting in 2005, tokidoki has amassed a cult-like following for its larger-than-life characters and emerged as a sought- after global lifestyle brand. tokidoki offers an extensive range of products which include apparel, handbags, cosmetics, accessories, toys and more. Simone Legno, tokidoki’s creative director, was born in Rome, Italy and from a very young age developed a deep love of Japan and a fascination with world cultures. Combining Legno’s unique talent and creativity with Mohajer’s business acumen, tokidoki has grown exponentially. As an innovative company, tokidoki is known not only for its eye-popping aesthetic and criminally cute characters but also its megawatt partnerships.