The word dokonoko is a Japanese saying without a direct English translation. It’s a simple expression of curiosity that raises a profound set of questions about identity and origin.

Dokonoko is a lifestyle brand that celebrates unique and empowered women. The style represents a playful yet classic sensibility of Tokyo contrasted with the fearless, bold attitude of New York City.

The brand is a play on the concepts of Japanese and American cultures, femininity and feminism, identity and stereotypes, and the seriousness of the retail world. 

Designed by Reina Sugiyama and Lacey Voss, Dokonoko is based in Brooklyn, New York.  All products are sewn in NYC’s Garment District. 


Our character: YOKO

Make sure to tag us when you see our Yoko icon around town! #YokoDokonoko