Although tokidoki means ‘sometimes’ in Japanese, its design convictions are constant cuteness.  I started seeing Tokidoki throughout Shinjuku, Shibuya and later that year in a few stores in Singapore. After picking up t-shirts and cell charms, I was really surprised to find that the designer is actually an Italian guy!  Simone Legno grew up in Rome, but developed a lifelong fondness/obsession for Japan and Japanese culture.  He posted his colorful designs on a website that, unbeknownst to him, quickly developed a worldwide following.  Two of his biggest fans, the co-founders of Hard Candy cosmetics, sent a plane ticket to LA and made him an offer he couldn’t refuse.  The team has successfully built Tokidoki into a wildly successful brand, through a strategy of designing original products and extending the brand through selected partnerships. 

These partnerships include fashion shoes/bags with the upscale-Italian shoe company Fornarina, sneakers with Asics and Onitsuka Tiger, cosmetics with Smashbox and the most widely distributed, an extensive line of bags and accessories with LeSportSac. 

Tokidoki continues to extend the brand through sponsorships at participation in major fashion events such as LA’s Mercedes Benz Fashion Week and the recent Pool show in Las Vegas.  Their booth at Pool was one of the busiest, so you should see more Tokidoki products in your local stores.  If this isn’t enough, you can always stay in one of the Tokidoki hotel rooms at the Hotel Fox in Copenhagen or shop at the newly opened Tokidoki store in Milan. 

One of the most anticipated collaborations is the soon-to-be-released line with Hello Kitty jewelry.  Let’s hope it’s a little more affordable than the Kimora Lee Simmons’ jewel encrusted Hello Kitty collection, with pieces retailing for up to $50,000. 

(photos courtesy of tokidoki.it)

**Check out DogMom's Dish (my blog) for the latest news on your favorite designers. Click on the 'dish' icon on the left side of my About Me page.**