Simone Legno has been drawing as a kid and cited Japan culture as his major influence. It is no wonder the brain behind Tokidoki, chose this Japanese word ‘Sometimes’ to reflect his artistic philosophy. In his words, ‘Tokidoki is a happy world, cute, playful, pure yet very provocative…’ and is licensed to bear the trademark from apparels, shoes, skate decks to vinyl toys. Simone has collaborated with the likes of Karl Lagerfeld, Hello Kitty, Levi’s and many more. He is currently based in Italy.