Italian Artist and founder of Tokidoki bags Simone Legno saw the start of his rise to fame in 2003 when his website was discovered by the co-founder of the Hard Candy cosmetics company, and her husband. Today, Simone Legno, Pooneh Mohajer and Ivan Arnold are responsible for the sale of millions of ‘Tokidoki’ bags worldwide.  

So what exactly are Tokidoki bags? They characteristically feature Japanese style illustrations and cartoons, often of a slightly avant-garde sexy woman or cute Japanese animals. There are over 20 characters in total, all of which come under the categories of The Moofia, Sumo Baby, The Cactus Friends and Adios (the Grim Reaper) and Ciao Ciao (his girlfriend). Tokidoki bags are often bright, the print quite crowded and can be described as ‘ditsy’. Another great feature of these bags are the ‘Qees’ that come with each one. A Qee is an animal character keychain that is attached to the bag. For fans the Qees have become as much of a collectors item as the bags themselves.  

Over the past 5 years Tokidoki bags have been bearing the brand name ‘LeSportsac’, who are the company who began producing Simone Legno’s products in 2006 and played a huge part in their come-uppance. 2008 however, marks the year that Tokidoki will branch out on its own as an independent company selling its own products. These bags often sell on eBay for quadruple their usual retail price and many have been imitated. Today Tokidoki is not just a retailer of bags but also of toys, sports gear, clothing and shoes.