The Universal Language: Tokidoki and the Fusing of Cultures

Design is the one language that everyone can speak. It’s universal. And just like any other language, it involves the fusing of multiple cultures, customs and traditions.

I found an example of this cultural fusion during a summer trip two years ago to Oahu. While exploring the shops around Waikiki, I noticed a brand that was present in a majority of the clothing stores: Tokidoki. I had never heard of the brand before, but I did notice that it was everywhere—on t-shirts, purses, and even shoes. Despite never seeing the brand before, I was instantly drawn to the simple artistic style that adorned Tokidoki merchandise. This was primarily due to the fact that it reflected Japanese culture—something that I was (and still am) a big fan of. My curiosity spurred me to find out who was behind the brand, a brand that was completely foreign to me.

After surfing the internet, I found the answer that I was looking for, but it was definitely not what I expected: The artist of this Japanese-based brand is…Italian?

After extensive research, I discovered that the man behind the Japanese designs was none other than artist Simone Legno. Hailing from Rome, Italy, Legno became passionate about creative art at a very young age. He also became fascinated about Japan—a somewhat isolated country with a rich culture unknown to many. The inspiration that came from both of these driving forces eventually led to the creation of Tokidoki, a brand reflecting the culture of Japan as well as other worldly cultures that have caught Legno’s interest.

Meet Simone Legno of www.tokidoki.it

Despite my initial shock of Legno’s cultural background, this experience came to be inspiring. If someone like Legno can learn to love and share a culture different from his own, why can’t we all?

Design does not require you to come from a specific background. It does not require you to live a certain lifestyle. And it certainly does not require you to have a fixed set of beliefs. Design does not limit itself to one culture but rather reflects several cultures at once. Anyone is capable of designing, whether it’s designing something to reflect one’s personal views or designing something to reflect the views of another. Anyone is capable of sharing this language. Anyone is capable of sharing multiple cultures at once.

That’s the beauty of design.