Simone Legno - Creator of Tokidoki

Simone Legno is the brains behind the popular Tokidoki. He was born and raised in Rome. He is an Italian graphic designer and illustrator in Rome. One can not take away this man's enormous talent and how he perceives things through his art. But, although raised in Rome, his love for another country is seen through his work. He loves Japan and its culture, and this is precisely why he started making Tokidoki, to show people how he sees Japan through his eyes.

Simone's mother was a classical art painter and since Simone was a child, he has loved drawing. It is said that he always carry around a box of broken colored pencils wherever he goes. His fascination for Japan started even when he was still a kid. HE loved the Japanese cartoons and anime. What does he love most about Japan and its people, he said "I love their kindness, politeness and seriousness. Yet they can be very funny, playful and extremely creative."

So what does tokidoki mean? Simone says it means "sometimes" in Japanese. He chose a Japanese word to show his love for the country. He says "I love everything from the ultra modern happy face of Shibuya to the serious magic silence of Kyoto. I chose 'sometimes' because everyone waits for moments that change one's destiny. By simple chance or meeting a new person, Tokidoki is the hope, the hidden energy everyone has inside that gives strength to face a new day and dream something positive, that something magical will happen to us." He also said that life can change in some meaningful whiles and choices, just for a decision or by chance, just meeting a person.

Simone also describes his work as a dream-like world where his signature characters transmit a positive childlike innocence in which he believes that everyone has. Tokidoki is a happy world. The characters are delightful and charming. Simone has also mixed sexy with delicateness. He has also mixed softness with edginess. His designs comprise of cute cuddly characters and Japanese women too.

The success of Tokidoki started when Simone made a personal web site to display his artwork. Many expressed love and support for his unique interpretation of Japan. In 2003, he received an e-mail through his Tokidoki site. It was from the co-founder of Hard Candy Cosmetics and his husband expressing their love for his works. They they flew Simone immediately to Los Angeles and gave him an amazing offer. They believed that the world of Tokidoki should be shared to everyone. Simone said that "They believe that everyone should experience the cute and playful yet sexy and sophisticated world that is Tokidoki. I'm in Los Angeles, living my dream and making the world a bit more colorful and positive through tokidoki!"

With the success of Tokidoki, the company has made collaborations with other famous companies as well, including the Tokidoki for LeSportSac line of handbags. Tokidoki has made different designs for different seasons for LeSportSac and many are thrilled and supporting it. Surely, the success of Tokidoki will not end here because the whimsical world of Tokidoki will always be looked out for.