Fragrance house

Tokidoki

Tokidoki began in 2001 as Simone Legno’s personal art and portfolio website. In 2003, entrepreneurs Pooneh Mohajer and Ivan Arnold contacted Legno, and together they founded tokidoki, LLC in Los Angeles; the brand officially launched in 2005 with its first T-shirt collection. Named after the Japanese word for “sometimes,” Tokidoki developed as a lifestyle label built around Legno’s art and the work of its three founders. It first operated as a wholesale apparel business, presenting at U.S. trade shows before expanding into licensed consumer products and collaborations. Its first LeSportsac partnership, initially planned for one season, ran for nine seasons, and the brand’s relationship with Sanrio began in 2008. Legno’s artwork and characters form the basis of Tokidoki’s visual identity, shaped by a blend of Italian artistic elements, Japanese-inspired forms, popular culture, and the U.S. commercial context. In 2024, Tokidoki collaborated with Luce, the official mascot of the Catholic Church’s 2025 Jubilee Year.