Nine out of ten people who flaunt an apparel or accessory that has the popular Che motif don’t know a thing about the Argentine Marxist icon. Well, this is not the only irony that has inspired this feature.
Why do we refer to him an ironic fashion icon? You may wonder! Not because he wore the military fatigue for most of his life, not because he didn’t wear any of those millions of tees, badges, beret caps, bags that flash his portrait; but because the same consumerism which he hated gave him the cult status. On his death anniversary, we give you a low down on chic Che and track his rise as a wardrobe wonder.
The rise of che chic
You may hate him or love him, approve of him or not, but none of it would change the fact that no other revolutionary figure has sold more on the tshirts than him. The Che Guevara trend or Che chic, as it is famously called, has been a phenomenal success. His image has graced tees, badges, bags, towels, watches, mobile back cover etc. This, when the world is not even sure whether he should be considered a hero or something else. It’s the staple fashion for protesters across the world. In fact, films like The Motorcycle Diary, which is based on the book Guevara wrote about his motorcycle trip across Latin America with his best friend, Alberto Granado, have contributed towards the popularity of Che as a fashion icon.
The popular Che Image
As is evident, it’s just one picture of Che, which is popular. This pin-up image, known as Guerrillero Heroico (Heroic Guerrilla Fighter), was clicked by Alberto Korda on March 5, 1960, in Havana, Cuba, at a memorial service for victims of the La Coubre explosion. Guevara was then 31. Interestingly, Korda, as a lifetime admirer of Che never charged any money for this photo. The Maryland Institute College of Art called the Guerrillero Heroico the world’s most famous photograph. In fact, according to the Victoria and Albert Museum, Guerrillero Heroico has been the most reproduced photo of all time. This photo formed the basis of 2008 documentary Chevolution by Trisha Ziff and the 2009 book Che’s Afterlife: The Legacy of an Image by Michael Casey. However, there is no account of how this photo was first used in fashion. Although, it was first given an artistic rework in a series of 1967 posters by the Irish artist Jim Fitzpatrick.
Che: An icon or not?
There is certainly a very critical debate about the growing status of Che as a fashion symbol because not everyone considers him as revolutionary (Che approved of violence) and feel that patronising Che-inspired-fashion puts you on the wrong side of humanity. Che Chic has even been criticised by people who left Cuba because of the economic and political conditions of the country. Even though, this criticism hasn’t stopped non-conformists from buying Che merchandise, what has made Che just a ‘face on the tshirt, is the sheer ignorance of Che’s ideology among the so called rebels, young adults and other fans. In fact, Che, if he would have been alive, would have never allowed a thing to be made on his name because he absolutely despised consumerism. Have you now
understood the irony.
Little known facts about Che Guevara
- His real name was Ernesto Lynch.
- Che was nicknamed Chancho (Pig) by his friends because he rarely bathed.
- During his trip of South America as a young medical student, he was struck by the plight of the people there. He believed that the hunger, poverty and misery of Latin America was a result of the capitalists exploitation by the United States. He met Raúl and Fidel Castro in Mexico and travelled with them to Cuba on a yacht to overthrow the US backed Cuban dictator Fulgencio Batista.
- Some believe that he also lead the mass murder of Batista followers after the dictator was overthrown.
- He also didn’t support rock ‘n roll in Cuba.
THE CONTRADICTING FINAL WORDS
Bolivian Armed Forces said that said Che died in a fierce battle noted his and his last words were, “I am Che Guevara and I have failed.” - Bolivian Armed Forces who said Che died in a fierce battle.
“Do not shoot! I am Che Guevara and worth more to you alive than dead.” - Che’s Captors.
“I know you've come to kill me. Shoot, you are only going to kill a man. - Che cult