We like to tell stories, through our clothing.

These stories provide new perspectives of South African life. The designs are developed using an innovative mix of pioneering design elements and unique construction methods. We are constantly driven towards creating compelling, detail-orientated, visual narratives - this makes us industry leaders in the art of storytelling.

Our unique vision of modernity is one where our clothes serve the wearer as items of beauty. We construct collections that are rooted in menswear, while exploring the area between soft masculinity and strong femininity. The label is created for individuals with a certain outlook rather than of a certain gender, age, or size.


Designer Michael Peter Reid draws inspiration from his rich cultural background, living the former half of his life in Kensington, Cape Town, and the latter half in Parkhurst, Johannesburg. For Michael, clothing has always been a vehicle of narration. Even as a child, he would dedicate more time to dressing his action figurines than to playing with them. Whilst at primary school, Reid’s aunt opened a high-end fashion boutique in Hyde Park Corner where he became heavily influenced by the designer offerings in the store - Martin Margiela, Yohji Yamamoto, Dries van Noten, and Rick Owens to name a few. It is Michael’s eye for detail and construction that make him a unique designer. It is his life experiences, and the life experiences of those who have gone before him, that make him a unique storyteller.


Michael Peter Reid started an informal internship at Keys Fashion during grade 10 in 2013, working on weekends and during school holidays, and managing backstage at Keys’ SA Fashion Week shows for several seasons. Reid became store manager of Keys Fashion’s Hyde Park Store and worked there part-time until 2019. He completed a Design Development short course  taught by Steven Faerm (Parsons School of Design, New York) in 2016 and received his BA Degree in Fashion Design from Villioti Fashion Institute in 2018. There, Michael received the awards for Top Degree Student for two years in a row, Most Dedicated Student and the Hyde Park Corner Young Designer’s Award for his graduation collection, whilst being nominated as President of the Student Representative Council. Michael also spent time interning at Thula Sindi, and in the Buying Department for Bags and Accessories at Woolworths Head Office.

The designer was selected as a top 10 winner of the 2018 SA Fashion Week Student Competition. In 2019, he was selected as a finalist of the 21 Steps to Retail Edcon Design Innovation Challenge and then interned at Edcon’s Men’s Denim and Bottoms Buying Department as part of the course. Shortly thereafter, Xavier Sadan South Africa was established and the brand was soon  selected as a finalist for the 2020 SA Fashion Week Scouting Menswear Competition.