Everyone’s favorite philosophical pooch is setting up his kennel at Levi’s this spring season. The iconic cartoon character made a personal connection with the Levi’s design team and his wisdom and outlook on life resonates with the sentiment of today just as much as his debut in 1950. His loveable and lazy ways are depicted on a series of Levi’s t-shirts and accessories including a tote bag, cap, bandana and beanie hat while his Joe Cool alter-ego appears on a fleece.