Ep 31: justsaying with Simone Legno – The Rise of Tokidoki

tokidoki, which translates to “sometimes” in Japanese, is one of the most iconic lifestyle brands today – founded by Italian artist Simone Legno and his partners, Pooneh Mohajer and Ivan Arnold.

We catch up with Simone Legno, tokidoki’s creative director, in Singapore and talk about the brand’s rise, and how it has become the lifestyle icon it is today.

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.

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, including apparel, handbags, cosmetics, accessories, toys and more.

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.

Tokidoki at NEX in Singapore

The colourful world of tokidoki has arrived at NEX for Christmas!

NEX, in collaboration with tokidoki, celebrates the spirit of giving with a series of tokidoki-themed events and rewards happening until 26 December.

Shoppers can look forward to exclusive tokidoki Eco Bags, tokidoki character displays and caricature portrait drawing.

Fans can also get up close and personal with fan-favourite tokidoki characters, Donutella and SANDy, from 2 – 4 December and 9 – 11 December.

Open to the first 30 groups of 4 for each session, the mascots will be holding a meet and greet sessions at 1 pm, 4 pm and 7 pm daily.


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