We like to tell stories, through our clothing.

These stories provide new perspectives of South African life. While the garments have multiple layers of meaning, they are also designed to be easy to wear. Each collection is defined to a concept, and each garment is drenched with references to it.

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.


Born in 1997, designer Michael Peter Reid draws inspiration from his rich cultural background, living the former half of his life in Cape Town, and the latter half in Johannesburg. For Michael, clothing has always been a vehicle of narration. Reid found his love for fashion when his aunt opened a boutique in Hyde Park Corner, where he became heavily influenced by the Belgian and Japanese designer offerings in the store. It is his life experiences, and the life experiences of those who have gone before him, that make him a unique storyteller.

Reid started an internship with Ryan Keys in grade 10 in 2013, working on weekends and during school holidays 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 Most Dedicated Student Award, the Top Degree Student Award twice, and the Hyde Park Corner Young Designer’s Award for his graduation collection, whilst being President of the Student Representative Council. Michael also spent time interning at Thula Sindi, as well as in the Buying Department for Bags and Accessories at Woolworths Head Office. The designer was a top 10 finalist in 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 Buying Department as part of the course. His label, Xavier Sadan South Africa (Pty) Ltd was established in 2020, and in the same year was selected as a finalist for the SA Fashion Week Scouting Menswear Competition.