Che Guevara - Communist Firebrand to Capitalist Brand

'Che Guevara, who did so much (or was it so little?) to destroy capitalism, is now a quintessential capitalist brand. His likeness adorns mugs, hoodies, lighters, key chains, wallets, baseball caps, toques, bandannas, tank tops, club shirts, couture bags, denim jeans, herbal tea, and of course those omnipresent T-shirts with the photograph, taken by Alberto Korda, of the socialist heartthrob in his beret during the early years of the revolution, as Che happened to walk into the photographer’s viewfinder—and into the image that, thirty-eight years after his death, is still the logo of revolutionary (or is it capitalist?) chic. Sean O’Hagan claimed in The Observer that there is even a soap powder with the slogan “Che washes whiter.”

Che products are marketed by big corporations and small businesses, such as the Burlington Coat Factory, which put out a television commercial depicting a youth in fatigue pants wearing a Che T-shirt, or Flamingo’s Boutique in Union City, New Jersey, whose owner responded to the fury of local Cuban exiles with this devastating argument: “I sell whatever people want to buy.” Revolutionaries join the merchandising frenzy, too—from “The Che Store,” catering to “all your revolutionary needs” on the Internet, to the Italian writer Gianni Minà, who sold Robert Redford the movie rights to Che’s diary of his juvenile trip around South America in 1952 in exchange for access to the shooting of the film The Motorcycle Diaries so that Minà could produce his own documentary. Not to mention Alberto Granado, who accompanied Che on his youthful trip and advises documentarists, and now complains in Madrid, according to El País, over Rioja wine and duck magret, that the American embargo against Cuba makes it hard for him to collect royalties. To take the irony further: the building where Guevara was born in Rosario, Argentina, a splendid early twentieth-century edifice at the corner of Urquiza and Entre Ríos Streets, was until recently occupied by the private pension fund AFJP Máxima, a child of Argentina’s privatization of social security in the 1990s.'

- Alvaro Vargas Llosa; 'The Killing Machine: Che Guevara, from Communist Firebrand to Capitalist Brand'

Pic : http://www.wikimedia.org