When  Biyan Wanaatmadja and Benarty Suhali came to meet in 1999, they both realized that their shared passion for excellence and complimentary outlooks on fashion could facilitate a brand that would be both influencial and enduring. This led to the founding of (X) S.M.L, which was born out of a single vision: to provide the younger generations of Indonesia with designs that capture their dynamism, produce pieces with  an inherent passion, and offer clothes that enabled each young individual to express themselves.

In short, (X) S.M.L wanted to provide a platform for the current "Generation X" to create their identity through fashion. Alongside trendy, affordable clothing for both men and women, the company also produces a variety of accessories including belts, ties, hats, bags, and  wallets.