As the Creative Director and driving force behind Bad Company, Yazeed has redefined the brand’s direction from a local streetwear label into a culturally rooted, globally recognized creative platform.
Under his leadership, Bad Company evolved beyond clothing, becoming a movement that connects fashion, street culture, and community in Saudi Arabia and beyond. Yazeed led the full brand transformation, developing a new identity system, visual language, and strategic roadmap that align with the brand’s youthful spirit and cultural authenticity.
He spearheaded creative direction, design, marketing strategy, and on-ground activations, bringing the brand to life through immersive experiences such as skate events, pop-ups, and artistic collaborations. Through this, he built a strong, engaged community around Bad Company, one that reflects the voice of a new Saudi generation shaped by creativity, confidence, and collaboration.
As a fashion and strategy consultant for SV, the lifestyle brand launched by Saudia Airlines, Yazeed was involved in shaping the brand’s creative direction, product strategy, and cultural positioning. His role focused on aligning SV’s fashion identity with its core concept of "Neo-Authenticity", merging Saudi heritage with global trends to empower modern self-expression.
Yazeed is leading the brand as the creative director and designer, Unas Tokyo is a streetwear brand based in Tokyo.
Born out of Tokyo streets, Unas was Founded in 2018 by Yazeed, Basil and Yusef who had multicultural visionary experiences in film, art and culture that inspired them to create a fashion-led platform. Offering original streetwear garments with high-quality materials and craftsmanship.
Unas Tokyo creates timeless pieces with a sartorial edge.
Unas Tokyo looks to breathe a new life into streetwear.
Worked for GQ Middle East as a Creative Director, Creative Coordinator, and Casting Director for their editorial shoots 'Arabs
in Tokyo' And Meet the Middle Eastern and African New-Gen Creatives in Japan
Hindamme x HiaHub
Worked with HINDAMME as a consultant to improve the designs and worked on organizing an event in HiaHub for the collection in December 2021. Contributing to elevating the brand image by revising social media presence and working on overall visuals and brand identity.
