We chat with Simone Legno to discover more behind his newest fashion collaboration with Onitsuka Tiger sneakers for Chinese New Year
While we were enjoying the music, food and beer at St. Jerome’s Laneway Festival 2016, we stumbled upon the creative director and co-founder of Tokidoki, Simone Legno. Here in Singapore for his umpteenth visit (he really loves it here!), Simone was spotted at the Onitsuka Tiger booth, promoting his latest collaboration with this fantastic shoe brand. And it seemed as though the stars were aligned for us Honeycombers, as we managed to score an exclusive chit-chat session with Simone to find out more about the latest auspicious Onitsuka Tiger x Tokidoki Chinese New Year edition of sneakers.
Tokidoki has collaborated with a handful of big names such as Volkswagen and Karl Lagerfield; not to mention, with Onitsuka Tiger several times as well. So what makes the collaboration with Onitsuka Tiger more special this time around?
Well, I have way more experience than before. I was contacted by Onitsuka Tiger for the first-ever collaboration back in 2006, and since then, we’ve had a few collaborative launches from 2008 to 2011. I’ve never stop wanting to improve myself, be it in life or my career. Another difference, I would say, is that as fashion evolves, the design of the shoes eventually changes as well. Previously, it was way more colourful and constructed. But for these CNY edition shoes, it has evolved to become more minimalistic, mature and with a tinge of influence from pop culture.
Awesome! So, can you paint us a picture of the Onitsuka Tiger x Tokidoki CNY edition collection?
First of all, the patterns on the shoes are very geometric. The inspiration behind the design was something that Onitsuka Tiger has been trying to push for, which is the Javan heritage and its heraldic family crests. The geomancy and simplicity of the crest is presented in my design for this collection. Also, I’ve always had massive support from Asia, and that’s partly why I was contacted by Onitsuka Tiger to design a shoe for CNY. And of course, to commemorate this special festive occasion, the sneakers had to be in red and with the appearance of monkeys!
That’s very interesting. Who do you see wearing this collection of Onitsuka Tiger x Tokidoki sneakers?
The previous lines of Onitsuka Tiger x Tokidoki shoes were generally targeted to young adults. But as we progress forward, we slowly expand our reach. Today, we even offer fun-size sneakers for toddlers. For instance, these CNY edition sneakers are dedicated to my very supportive Asian fans.
Tokidoki is, slowly but steadfastly, making its mark all over the world. Here’s a trivial question: if you can pick one celebrity, dead or alive, to rock these sneakers for you, who would it be?
Wow, this is an interesting question! Michael Jackson? [Laughs]. I actually think that the ‘non-scandalous’ and fashionable Edison Chen would be perfect to rock the CNY edition shoes…[laughs again].
Obviously, you’re revealing these shoes here today at the Laneway Festival. Is this festival a yay or nay for you?
A big yay. I wish I was here with my friends, lazing on the grass with beers in our hands. Also, Tokidoki is a lifestyle brand, and so, Laneway is a perfect opportunity to share the collection with a crowd who can surely appreciate the fun and quirky designs.
You’ve been to Singapore countless times. What’s the first thing that always comes to mind when you think about Singapore?
Functionality – an efficient transport system, it’s super safe and it’s got a first-class airport; I’m sold. I’d really like to move here and bring my wife and daughter here someday.
Where’s your favourite hangout spot in Singapore?
Boat Quay – great restaurants; awesome watering holes; waterfront; what’s not to like about that?
You even like our hot and humid weather too?
Yes actually; I prefer the weather here compared to L.A which can be so dry. Tropical weather for the win!
Last but not least, any words of wisdom for budding designers?
Try not to copy anybody ’cause originality is the key to success. And have well-curated social media platforms so that you can connect with people, especially in today’s world.