The Rebranding Of America Still Has Americans Branded As People Who Don’t Really Get Latin American History

I think I love Alex Bogusky. And would wear him on a T-shirt. Here’s what Bogusky, co-chair of Crispin Porter + Bogusky, has to say on his “Rebranding America” t-shirt design:

“Che Guevara has become T-shirt shorthand for counterculture — most people in a Che T are oblivious to who he really was and are just celebrating the rebel in us all. In reality, Che went from being a doctor to a murderer in a wrongheaded, desperate attempt to change the world. The Communist Revolution he believed in didn’t work — and were he alive today, he would have to face that fact. Knowing that, the question is: Who would Che wear on his T-shirt? Who and what would (or could) he put his faith in?”