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If you’re one of those people that digs Japanese-style brands like Hello Kitty but wish it had just a little more of an edge without losing its playfulness, then you ought to check out tokidoki!

 

tokidoki is a truly international lifestyle brand that fuses everything you love about the bright, anime-like aesthetic with a bit of a rocker edge. Founded by Italian artist Simone Legno and Hard Cardy co-founder Pooneh Mohajer and her husband Ivan Arnold, tokidoki is perfect for those folks who would like to indulge in the lightehearted-ness of Japanimantion-style branding but feels a little awkward walking into a Hello Kitty store!

 

Part of that is thanks to tokidoki’s many, many collaborations with other huge brands (including Hello Kitty!), including LeSportsac, Sephora, T-Mobile, Levi’s, Skull Candy, Smashbox, and even Marvel Comics. If you were so inclined, you could easily outfit your entire existence in tokidoki – clothes, jewelry, iPod cases, stationary, make-up, handbags, etc, etc… Basically, anything you can think of, you can get with tokidoki’s signature character work on it!

 

 

 

 

And there are plenty of characters to choose from too. Legno and Co. have come up with an entire coterie of original characters, each within their own groups and with their own little backstories, that you can get into. Cute, definitely, but, again, with a little bit of a darker element…

 

Cactus Friends (18 characters): Led by SANDy, a group of kids who find the world too harsh to live in wear cactus suits to protect themselves.

 

Donutella (11 characters): Donutella is from a planet where they need sugar to survive, and when she and her pals discover Earth, they decide to stick around.

 

Unicorno (10 characters): Ponies who are transformed into unicorns by a magic waterfall – a big hit with the bronies, no doubt!

 

‘Til Death Do Us Part (5 characters): Adorable denizens of Hell try to escape but get trapped on Earth and try to make the most of it.

 

Moofia (12 characters): A bunch of little vigilantes dressed as cows steal back milk from bullies and give it to good kids. It’s a calcium-rich version of Robin Hood!

 

Punkstar (28 characters): tokidoki’s newest collection, a diverse group of artists, performers, and all-around misfits who come together in an abandoned karaoke machine factory to express themselves creatively, like a Japanime Fantasy Factory!

 

The tokidoki brand is definitely taking off Stateside, and we’re beginning to see some popularity amongst cosplayers, dressing as certain characters for Comic-Con and such!

 

You can check out all the great stuff tokidoki has to offer on their website. If you’re in the L.A. area, you can visit one of the two stores on Melrose Avenue or in Santa Monica; if you happen to be in Milan, Italy, you can go to their flagship store there as well!

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