Tokidoki Shows Street Side
The growing Los Angeles–based brand Tokidoki dove into the streetwear market in August when it debuted its men’s streetwear line, TKDK, at the S.L.A.T.E. show in the MAGIC Marketplace in Las Vegas.
The mission of TKDK is to distill the cheeky and snarky spirit of characters of the 5-year-old Tokidoki line and to “man it up” for the streetwear guys who were put off by the crowd that embraced Tokidoki. The brand’s core fan base ranges between the 16-year-old high schooler to the 35-year-old professional woman, said Ivan Arnold, chief executive of the brand.
“When we first launched the brand, Tokidoki had not established itself yet. It appealed to men and women,” Arnold said. “As the brand matured, it has become more solidly female.”
Many of Tokidoki’s collaborations and licenses reflect its female demographic. Consider its April release of a Tokidoki cosmetics line, which is sold at cosmetics chain Sephora, or its collaboration with handbag line Sportsac.
The introduction of a men’s streetwear line could have proven too daunting for a less-established company, said Aaron Levant, founder of Agenda trade show, the trade event with a streetwear focus.
“[Streetwear] is absolutely saturated,” Levant said. “There are more companies in the market than there are retailers.”
However, TKDK should find a place for male fans of graphically driven streetwear lines such as Upper Playground, he said.
TKDK hopes to build its own identity by toning down some of the bright pastels and prominent graphics seen on Tokidoki garments. The 23-item line offers graphics-free short-sleeve woven shirts and windbreakers.
TKDK’s new logo takes a different path from the heart and crossbones sign of Tokidoki. Instead, it features the more pirate-friendly double-headed skull and crossbones. Another T-shirt features a graphic in which the TKDK logo is built out of guns and the face of a ninja.
The TKDK line is inspired by the personal style of Tokidoki Creative Director Simone Legno and also will feature hoodies and polo shirts. Wholesale price points range from $14 to $40.
Arnold hopes the new line will register with the discerning streetwear guy. “This is not a mass product line,” he said. “It is consistent with better streetwear stores.”
For more information, contact sales@tokidoki.it or (323) 930-0555.—Andrew Asch
