Pop Quiz: Simone Legno of Tokidoki

Simone Legno designs the pop culture Tokidoki empire filled with cute toys, accessories, and apparel covered in adorable characters that reflect his childhood in Italy, his obsession with Japan, and his current life on Los Angeles. His mother, an artist in Japan couldn’t be more proud of her son’s worldwide success. With the recent opening of a flagship store in the Melrose Heights district of Los Angeles, Lengo is once again making his Italian mother proud.

We asked Legno to tell us about growing up in Italy, his love of Japanese culture, and how his mother’s encouragement helped him succeed.

Gloss: You grew up in Italy with a mom who is an artist. How do you think that influenced your career?

Simone: She gave me the chromosomes…thanks mama! I always had so many brushes and paper around my house. I didn’t have that many toys, so I was always drawing and sketching. My mom saved many of these sketches so I am very happy to have these memories and personal treasures.

Gloss: What kind of work was your mom doing?

Simone: My mom makes classic acrylic paintings. She paints women that are not Japanese, but I always thought there was something pretty similar in the expressions. Most of the time she paints Rome in the background.

Gloss: How many times have you been to Japan?

Simone: I just came back from my 20th trip.

Gloss: What is your favorite place to visit in Japan?

Simone: As a designer, I love Tokyo.  I see so many inspiring designs there. On my trips I have found not only things designed in Japan, but amazing inspirations from from all over the world. As a tourist, as someone who appreciates the objective beauty, I would say Kyoto because it is one of those artistic and historic spots, even now talking about it I get goosebumps. It is so beautiful. I wish I could go there more, now when I go to Japan it is mostly business and to visit friends.

Gloss: What does you mom think about your career and everything that has happened?

Simone: She is more than proud. She has pictures of my work all around. She is very, very happy. I have a huge link to my mom…we talk everyday. She knows all about my business. Sometimes, she saves magazines and shows it off to the next door neighbors when they come over for coffee. It’s a big source of pride.

Gloss: Have you designed anything Tokidoki things with her in mind?

Simone: When I go to Italy I design a lot. Before, I used to hang out with all of my friends, but now I like to enjoy every hour with my parents. I see them getting older, my father is watching TV and my mother is cooking for me whatever I want. I am there designing with my laptop. Because I think she has good taste, I always ask her, “Mom what do you think about this? Should it be blue? Should it be black? Should it be bigger?” Sometimes all of us need advice from someone, you never feel 100% sure of all of your choices.

The new Tokidoki store just opened on Melrose Avenue in Los Angeles and products are available at stores nationwide and online.