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Che Guevara: How the revolution icon became a brand

One photo was enough to turn the anti-capitalist into a marketer's dream.

Ernesto Che Guevara is considered a symbol of courage, rebellion, protest, and informal thinking.

His portraits are applied to T-shirts, mugs, lighters, beach towels, wallets, and even bikinis. Restaurants, stores, alcoholic beverages, and cigars are named after him.

But behind all this, the personality of the Argentine revolutionary was somehow forgotten. And the real Che hardly sought such popularity.

HOW . . .

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