Launched in 2005, the Wiseman label is a unique combination of Japanese styling combined with modern European flare. The styling of the brand includes original design elements drawn from Japanese culture, including a lining pattern that will change with the seasons. The logo mark is especially unique, literally translating as "wisdom" in Japanese.

Advertising to announce the launch of the label has included placement in trade publications and journals showcasing the line's philosophy and design aesthetics. In addition, a joint-name key case was produced with Porter (Yoshida & Company), one of the most popular luggage and accessory brands in Japan, for presentation to JMS's sub-licensees. This marketing tie-up added to the momentum of the promotions for Wisemen.