Simone Legno is a classically trained illustrator and the inventor of the popular tokidoki brand. Legno is from Rome, Italy where he worked on design projects for clients such as Volkswagen, MTD, and Microsoft. He also cofounded a new media company called Vianet (www.vianet.com). His love for Japanese culture inspired him to create the world of tokidoki (www.tokidoki.it). In 2004, Legno moved to Los Angeles to develop tokidoki as an apparel, art, and lifestyle brand. Tokidoki, which means "sometimes" in Japanese, has become a marketing phenomenon that includes vinyl toys, art-skateboards, iSkins, jewelry, watches, sportswear, accessories, shoes, and stationery.