Bogusky : “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?” Find more about the Rebranging America project. Read a small piece on Bogusky in the Time Magazine.