Tokidoki Launches Eyewear

Los Angeles—Okie dokie, Tokidoki is entering another accessories classification.

Tokidoki, the pop culture brand which means “sometimes” in Japanese, just launched eyewear in Europe under license with Italian optical company Inottica, and the line will hit the States for Spring 2013.

The company, which features eye-popping prints in its signature characters, recently launched diaper bags with Ju-Ju-Be adding to its accessories roster. In the past, Tokidoki has partnered with the likes of mega brands such as, Hello Kitty, Karl Lagerfeld, LeSportsac, Barbie, Onitsuka Tiger, Marvel and others.

The Tokidoki eyewear collection targets both men and women, bringing Creative Director Simone Legno’s characters to life on each pair. The collection includes 11 sunglasses and 12 optical styles.

On key styles, the Tokidoki logo invisibly repeats along the frame or on the temples and glows in the dark. Cases decorated with graffiti have the same effect.

“I like to mix futuristic pop colors with the classic lines. Tokidoki is a mix of fun exciting characters with classic roots,” says Legno. “This eyewear collection was designed with that in mind. With Tokidoki’s dynamic imagery and Innotica’s structural elements we have created the perfect eyewear collection for our fan base.”

The collection ranges from $100 to $140. The complete collection will be sold throughout optical retailers nationwide and the sunglasses will be available at all tokidoki stores and in February, 2013.

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Lauren Parker, Accessories Magazine

Lauren Parker, Editor-in-Chief, Accessories Magazine &
As Editor-in-Chief of Accessories for the past 14 years, Lauren Parker has covered women's fashion accessories both from a retail business perspective and a fashion point of view. She frequently judges industry design competitions and loves seeing the next generation of designers come into their own. In previous full-time magazine jobs and freelance gigs, she’s written about practically every angle of fashion lifestyle living, including women's fashion accessories, fine jewelry, Caribbean travel, private jets, Hampton’s real estate, the New York art scene, the bridal industry, men’s lifestyle and being a mom. She loves meeting designers and seeing how their latest offerings capture the current zeitgeist and fit into the entire cultural and social picture.