Simone Legno is from Rome, Italy, and is a classically trained illustrator and the inventor of the popular tokidoki line. He studied art direction and graphic design in Rome, while working as a freelance illustrator for advertising agencies such as Leo Burnett and Milano & Grey. Simone co-founded a new media company called Vianet (www.vianet.com), where he still works as the creative director. His love for Japanese culture inspired him to create the world of tokidoki (www.tokidoki.it), which began as his professional portfolio and artistic diary. In 2004, Simone moved to Los Angeles to develop his own tokidoki apparel, art, and lifestyle licensing brand with two business partners, Ivan Arnold and Pooneh Mohajer Arnold. Besides his own companies, Simone has worked for such clients as Volkswagen, Microsoft, MTV, Toyota, and Daihatsu, to name a few. He hopes to someday move to Japan--when it's the right moment.