Tokidoki means "sometimes" in Japanese and is also the super "kawaii" cult brand by Italian designer Simone Legno. Headquartered in Los Angeles, tokidoki was founded in 2003, when entrepreneurs Pooneh Mohajer and Ivan Arnold convinced Simone to move to L.A. to start up a dynamic new partnership with them. The rest is history as tokidoki built a worldwide following with its larger-than-life characters and designs.
Simone has always had a deep love of Japan and chose the word because he feels “everyone waits for moments that change one’s destiny, by chance or by meeting a new person”.
The brand’s cult status has fueled high-profile collaborations with Karl Lagerfeld, LeSportsac, Onitsuka Tiger, Marvel, New Era, Hello Kitty, Fujitsu, Levi's, Smashbox cosmetics, Xbox, T-mobile, Fornarina, Skullcandy and Medicom Toy.
I love Simone's design philosophy. To him, 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. With tokidoki, Simone created a happy world that is cute, playful and pure, yet provocative... a sophisticated world that he imagines, lives and dreams of.
Here are some of his amazing characters... all trying to spread positivity to make this world a better place.
When I was in Hong Kong couple of months ago, I had the privilege to check out his exhibition at the new K11 Art Mall in Kowloon.
K11 Art Mall presented the tokidoki Heritage Exhibition and I got the chance to "meet" some of the characters around the mall and at the exhibition hall.
I hope he will come to Singapore some day and hold his heritage exhibition. Perhaps Singapore Art Museum should consider?