An Italian artist blends Japanese pop culture with punk rock to bring over 1,000 vibrant characters to life.
A Diary in Art
For Simone Legno, the mastermind behind the globally loved tokidoki brand, every character he creates reflects a chapter of his life. Known for its fusion of Japanese kawaii aesthetics and edgy punk influences, tokidoki boasts a universe populated by more than 1,000 unique characters.
The Italian artist and creative director describes his artwork as a personal journal. “Each design stems from my experiences and emotions,” he shares. “They’re not just characters—they’re pieces of my journey.”
The Birth of Tokidoki
Legno’s fascination with Japanese culture began in his youth, inspiring him to blend it with his European roots. In 2003, this passion caught the attention of two entrepreneurs in Los Angeles who helped him launch tokidoki.
What started as a small design project has grown into a global phenomenon, adorning products ranging from apparel and accessories to toys and home decor.
The Creative Process
Legno finds inspiration in everything—from street art and anime to everyday moments. “I sketch wherever I go,” he explains. “My characters are my way of capturing the world around me, blending cultures and ideas.”
Despite his busy schedule, Legno remains hands-on, ensuring every tokidoki product reflects his artistic vision. His attention to detail has earned the brand a devoted following worldwide.
Beyond Art
Though his work thrives on playful creativity, Legno views tokidoki as a platform to celebrate diversity and resilience. “The heart of tokidoki is about hope and living in the moment,” he says.
As Legno continues to expand the tokidoki universe, fans can expect more captivating stories and designs that reflect his boundless imagination.
