Tokidoki: The Art of Simone Legno

Celebrate the history and explore the unique universe of tokidoki in this nearly 400-page monograph

tokidoki, which translates to “sometimes” in Japanese, is an internationally recognized and iconic lifestyle brand based on the vision of Italian artist Simone Legno. Since debuting in 2005, tokidoki has amassed a cult-like following for its larger-than-life characters and has emerged as a sought-after global lifestyle brand.

tokidoki has managed to develop commercial public collaborations with brands and organizations like Sephora, Levi's, MLB, the San Francisco Giants, and T-Mobile, while also developing more artistic partnerships with Karl Lagerfeld and the Guggenheim museum, and crossovers with other iconic pop culture characters like Barbie, Hello Kitty, Marvel heroes, and Peanuts.

About the Authors:

Simone Legno (Co-Founder/Chief Creative Officer) of tokidoki was born in Rome, Italy.  Legno, who has always had a deep love of Japan and a fascination with world cultures, chose the word tokidoki because he feels “everyone waits for moments that change one’s destiny, by chance or by meeting a new person.”  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. While the company is based in L.A., he has recently moved to Tokyo with his family. 

Pooneh Mohajer, an entrepreneur at heart who sold her first company Hard Candy Inc. to LVMH, Moët Hennessy Louis Vuitton SA, is the cofounder and chief executive officer of tokidoki. Pooneh received her Juris Doctor from California Western School of Law and her BA from Vanderbilt University. Pooneh’s passion is making a positive impact on the hearts and minds of others by sharing Simone Legno’s art and creativity with the world.