Ernesto Che Guevara was an Argentinian revolutionary and theorist who was also a key founder of the Cuban revolution in 1959 to overthrow American capitalistic forces. He is a widely acclaimed and cherished public icon even after 50 years since he died. Paradoxically the market led capitalistic forces that he dedicated his life fighting against has today become his biggest beneficiary by selling popular merchandise and apparels in his name. With a lack of sustained engagement with his life and philosophy and the market becoming the overpowering dictator, can the legacy of Che really be rescued?

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