tokidoki (translates to "sometimes" in Japanese) is the Japanese-inspired lifestyle brand created by Italian artist Simone Legno. tokidoki produces apparel and other products using art and iconic characters.

It started as Simone's professional online web portfolio and his artistic diary while living in Italy, where he created illustrations, advertising and new media design for various clients which include Volkswagen, MTV, Toyota and Microsoft.

In 2004, Simone moved to Los Angeles to develop his own tokidoki apparel, art and lifestyle licensing brand with 2 business partners: Ivan Arnold and Pooneh Mohajer Arnold. Since the brand was launched, tokidoki has collaborated with other brands like LeSportsac, Smashbox Cosmetics, Fornarina, New Era, Onitsuka Tiger, Hello Kitty, Ride Snowboards, Be@rbrick and a whole lot more. He also designed the creative concept for the Mercedes-Benz Fashion Week L.A. 2005, the main fashion event in LA and West Coast and Pool Tradeshow in Las Vegas.