Post date 07.06.05 | Issue date 07.11.05

Che Guevara, who did so much (or was it so little?) to destroy capitalism, is now a quintessential capitalist brand. His likeness adorns mugs, hoodies, lighters, key chains, wallets, baseball caps, toques, bandannas, tank tops, club shirts, couture bags, denim jeans, herbal tea, and of course those omnipresent T-shirts with the photograph, taken by Alberto Korda, of the socialist heartthrob in his beret during the early years of the revolution, as Che happened to walk into the photographer's viewfinder--and into the image that, thirty-eight years after his death, is still the logo of revolutionary (or is it capitalist?) chic. Sean O'Hagan claimed in The Observer that there is even a soap powder with the slogan "Che washes whiter."

Che products are marketed by big corporations and small businesses, such as the Burlington Coat Factory, which put out a television commercial depicting a youth in fatigue pants wearing a Che T-shirt, or Flamingo's Boutique in Union City, New Jersey, whose owner responded to the fury of local Cuban exiles with this devastating argument: "I sell whatever people want to buy." Revolutionaries join the merchandising frenzy, too--from "The Che Store," catering to "all your revolutionary needs" on the Internet, to the Italian writer Gianni Minà, who sold Robert Redford the movie rights to Che's diary of his juvenile trip around South America in 1952 in exchange for access to the shooting of the film The Motorcycle Diaries so that Minà could produce his own documentary. Not to mention Alberto Granado, who accompanied Che on his youthful trip and advises documentarists, and now complains in Madrid, according to El País, over Rioja wine and duck magret, that the American embargo against Cuba makes it hard for him to collect royalties. To take the irony further: the building where Guevara was born in Rosario, Argentina, a splendid early twentieth-century edifice at the corner of Urquiza and Entre Ríos Streets, was until recently occupied by the private pension fund AFJP Máxima, a child of Argentina's privatization of social security in the 1990s.

The metamorphosis of Che Guevara into a capitalist brand is not new, but the brand has been enjoying a revival of late--an especially remarkable revival, since it comes years after the political and ideological collapse of all that Guevara represented. This windfall is owed substantially to The Motorcycle Diaries, the film produced by Robert Redford and directed by Walter Salles. (It is one of three major motion pictures on Che either made or in the process of being made in the last two years; the other two have been directed by Josh Evans and Steven Soderbergh.) Beautifully shot against landscapes that have clearly eluded the eroding effects of polluting capitalism, the film shows the young man on a voyage of self-discovery as his budding social conscience encounters social and economic exploitation--laying the ground for a New Wave re-invention of the man whom Sartre once called the most complete human being of our era.

But to be more precise, the current Che revival started in 1997, on the thirtieth anniversary of his death, when five biographies hit the bookstores, and his remains were discovered near an airstrip at Bolivia's Vallegrande airport, after a retired Bolivian general, in a spectacularly timed revelation, disclosed the exact location. The anniversary refocused attention on Freddy Alborta's famous photograph of Che's corpse laid out on a table, foreshortened and dead and romantic, looking like Christ in a Mantegna painting.

It is customary for followers of a cult not to know the real life story of their hero, the historical truth. (Many Rastafarians would renounce Haile Selassie if they had any notion of who he really was.) It is not surprising that Guevara's contemporary followers, his new post-communist admirers, also delude themselves by clinging to a myth--except the young Argentines who have come up with an expression that rhymes perfectly in Spanish: "Tengo una remera del Che y no sé por qué," or "I have a Che T-shirt and I don't know why."

Consider some of the people who have recently brandished or invoked Guevara's likeness as a beacon of justice and rebellion against the abuse of power. In Lebanon, demonstrators protesting against Syria at the grave of former prime minister Rafiq Hariri carried Che's image. Thierry Henry, a French soccer player who plays for Arsenal, in England, showed up at a major gala organized by FIFA, the world's soccer body, wearing a red and black Che T-shirt. In a recent review in The New York Times of George A. Romero's Land of the Dead, Manohla Dargis noted that "the greatest shock here may be the transformation of a black zombie into a righteous revolutionary leader," and added, "I guess Che really does live, after all." The soccer hero Maradona showed off the emblematic Che tattoo on his right arm during a trip where he met Hugo Chávez in Venezuela. In Stavropol, in southern Russia, protesters denouncing cash payments of welfare concessions took to the central square with Che flags. In San Francisco, City Lights Books, the legendary home of beat literature, treats visitors to a section devoted to Latin America in which half the shelves are taken up by Che books. José Luis Montoya, a Mexican police officer who battles drug crime in Mexicali, wears a Che sweatband because it makes him feel stronger. At the Dheisheh refugee camp on the West Bank, Che posters adorn a wall that pays tribute to the Intifada. A Sunday magazine devoted to social life in Sydney, Australia, lists the three dream guests at a dinner party: Alvar Aalto, Richard Branson, and Che Guevara. Leung Kwok-hung, the rebel elected to Hong Kong's Legislative Council, defies Beijing by wearing a Che T-shirt. In Brazil, Frei Betto, President Lula da Silva's adviser in charge of the high-profile "Zero Hunger" program, says that "we should have paid less attention to Trotsky and much more to Che Guevara." And most famously, at this year's Academy Awards ceremony Carlos Santana and Antonio Banderas performed the theme song from The Motorcycle Diaries, and Santana showed up wearing a Che T-shirt and a crucifix. The manifestations of the new cult of Che are everywhere. Once again the myth is firing up people whose causes for the most part represent the exact opposite of what Guevara was.

No man is without some redeeming qualities. In the case of Che Guevara, those qualities may help us to measure the gulf that separates reality from myth. His honesty (well, partial honesty) meant that he left written testimony of his cruelties, including the really ugly, though not the ugliest, stuff. His courage--what Castro described as "his way, in every difficult and dangerous moment, of doing the most difficult and dangerous thing"--meant that he did not live to take full responsibility for Cuba's hell. Myth can tell you as much about an era as truth. And so it is that thanks to Che's own testimonials to his thoughts and his deeds, and thanks also to his premature departure, we may know exactly how deluded so many of our contemporaries are about so much.

Guevara might have been enamored of his own death, but he was much more enamored of other people's deaths. In April 1967, speaking from experience, he summed up his homicidal idea of justice in his "Message to the Tricontinental": "hatred as an element of struggle; unbending hatred for the enemy, which pushes a human being beyond his natural limitations, making him into an effective, violent, selective, and cold-blooded killing machine." His earlier writings are also peppered with this rhetorical and ideological violence. Although his former girlfriend Chichina Ferreyra doubts that the original version of the diaries of his motorcycle trip contains the observation that "I feel my nostrils dilate savoring the acrid smell of gunpowder and blood of the enemy," Guevara did share with Granado at that very young age this exclamation: "Revolution without firing a shot? You're crazy." At other times the young bohemian seemed unable to distinguish between the levity of death as a spectacle and the tragedy of a revolution's victims. In a letter to his mother in 1954, written in Guatemala, where he witnessed the overthrow of the revolutionary government of Jacobo Arbenz, he wrote: "It was all a lot of fun, what with the bombs, speeches, and other distractions to break the monotony I was living in."

Guevara's disposition when he traveled with Castro from Mexico to Cuba aboard the Granma is captured in a phrase in a letter to his wife that he penned on January 28, 1957, not long after disembarking, which was published in her book Ernesto: A Memoir of Che Guevara in Sierra Maestra: "Here in the Cuban jungle, alive and bloodthirsty." This mentality had been reinforced by his conviction that Arbenz had lost power because he had failed to execute his potential enemies. An earlier letter to his former girlfriend Tita Infante had observed that "if there had been some executions, the government would have maintained the capacity to return the blows." It is hardly a surprise that during the armed struggle against Batista, and then after the triumphant entry into Havana, Guevara murdered or oversaw the executions in summary trials of scores of people--proven enemies, suspected enemies, and those who happened to be in the wrong place at the wrong time.

In January 1957, as his diary from the Sierra Maestra indicates, Guevara shot Eutimio Guerra because he suspected him of passing on information: "I ended the problem with a .32 caliber pistol, in the right side of his brain.... His belongings were now mine." Later he shot Aristidio, a peasant who expressed the desire to leave whenever the rebels moved on. While he wondered whether this particular victim "was really guilty enough to deserve death," he had no qualms about ordering the death of Echevarría, a brother of one of his comrades, because of unspecified crimes: "He had to pay the price." At other times he would simulate executions without carrying them out, as a method of psychological torture.

Luis Guardia and Pedro Corzo, two researchers in Florida who are working on a documentary about Guevara, have obtained the testimony of Jaime Costa Vázquez, a former commander in the revolutionary army known as "El Catalán," who maintains that many of the executions attributed to Ramiro Valdés, a future interior minister of Cuba, were Guevara's direct responsibility, because Valdés was under his orders in the mountains. "If in doubt, kill him" were Che's instructions. On the eve of victory, according to Costa, Che ordered the execution of a couple dozen people in Santa Clara, in central Cuba, where his column had gone as part of a final assault on the island. Some of them were shot in a hotel, as Marcelo Fernándes-Zayas, another former revolutionary who later became a journalist, has written--adding that among those executed, known as casquitos, were peasants who had joined the army simply to escape unemployment.

Next: "The day I left, Che told me we had both tried to bring one another to each other's side and had failed. His last words were: 'When we take our masks off, we will be enemies.'" ut the "cold-blooded killing machine" did not show the full extent of his rigor until, immediately after the collapse of the Batista regime, Castro put him in charge of La Cabaña prison. (Castro had a clinically good eye for picking the right person to guard the revolution against infection.) San Carlos de La Cabaña was a stone fortress used to defend Havana against English pirates in the eighteenth century; later it became a military barracks. In a manner chillingly reminiscent of Lavrenti Beria, Guevara presided during the first half of 1959 over one of the darkest periods of the revolution. José Vilasuso, a lawyer and a professor at Universidad Interamericana de Bayamón in Puerto Rico, who belonged to the body in charge of the summary judicial process at La Cabaña, told me recently that Che was in charge of the Comisión Depuradora. The process followed the law of the Sierra: there was a military court and Che's guidelines to us were that we should act with conviction, meaning that they were all murderers and the revolutionary way to proceed was to be implacable. My direct superior was Miguel Duque Estrada. My duty was to legalize the files before they were sent on to the Ministry. Executions took place from Monday to Friday, in the middle of the night, just after the sentence was given and automatically confirmed by the appellate body. On the most gruesome night I remember, seven men were executed.

Javier Arzuaga, the Basque chaplain who gave comfort to those sentenced to die and personally witnessed dozens of executions, spoke to me recently from his home in Puerto Rico. A former Catholic priest, now seventy-five, who describes himself as "closer to Leonardo Boff and Liberation Theology than to the former Cardinal Ratzinger," he recalls that there were about eight hundred prisoners in a space fit for no more than three hundred: former Batista military and police personnel, some journalists, a few businessmen and merchants. The revolutionary tribunal was made of militiamen. Che Guevara presided over the appellate court. He never overturned a sentence. I would visit those on death row at the galera de la muerte. A rumor went around that I hypnotized prisoners because many remained calm, so Che ordered that I be present at the executions. After I left in May, they executed many more, but I personally witnessed fifty-five executions. There was an American, Herman Marks, apparently a former convict. We called him "the butcher" because he enjoyed giving the order to shoot. I pleaded many times with Che on behalf of prisoners. I remember especially the case of Ariel Lima, a young boy. Che did not budge. Nor did Fidel, whom I visited. I became so traumatized that at the end of May 1959 I was ordered to leave the parish of Casa Blanca, where La Cabaña was located and where I had held Mass for three years. I went to Mexico for treatment. The day I left, Che told me we had both tried to bring one another to each other's side and had failed. His last words were: "When we take our masks off, we will be enemies."

How many people were killed at La Cabaña? Pedro Corzo offers a figure of some two hundred, similar to that given by Armando Lago, a retired economics professor who has compiled a list of 179 names as part of an eight-year study on executions in Cuba. Vilasuso told me that four hundred people were executed between January and the end of June in 1959 (at which point Che ceased to be in charge of La Cabaña). Secret cables sent by the American Embassy in Havana to the State Department in Washington spoke of "over 500." According to Jorge Castañeda, one of Guevara's biographers, a Basque Catholic sympathetic to the revolution, the late Father Iñaki de Aspiazú, spoke of seven hundred victims. Félix Rodríguez, a CIA agent who was part of the team in charge of the hunt for Guevara in Bolivia, told me that he confronted Che after his capture about "the two thousand or so" executions for which he was responsible during his lifetime. "He said they were all CIA agents and did not address the figure," Rodríguez recalls. The higher figures may include executions that took place in the months after Che ceased to be in charge of the prison.

Which brings us back to Carlos Santana and his chic Che gear. In an open letter published in El Nuevo Herald on March 31 of this year, the great jazz musician Paquito D'Rivera castigated Santana for his costume at the Oscars, and added: "One of those Cubans [at La Cabaña] was my cousin Bebo, who was imprisoned there precisely for being a Christian. He recounts to me with infinite bitterness how he could hear from his cell in the early hours of dawn the executions, without trial or process of law, of the many who died shouting, 'Long live Christ the King!'"

Che's lust for power had other ways of expressing itself besides murder. The contradiction between his passion for travel--a protest of sorts against the of the nation-state--and his impulse to become himself an enslaving state over others is poignant. In writing about Pedro Valdivia, the conquistador of Chile, Guevara reflected: "He belonged to that special class of men the species produces every so often, in whom a craving for limitless power is so extreme that any suffering to achieve it seems natural." He might have been describing himself. At every stage of his adult life, his megalomania manifested itself in the predatory urge to take over other people's lives and property, and to abolish their free will.

In 1958, after taking the city of Sancti Spiritus, Guevara unsuccessfully tried to impose a kind of sharia, regulating relations between men and women, the use of alcohol, and informal gambling--a puritanism that did not exactly characterize his own way of life. He also ordered his men to rob banks, a decision that he justified in a letter to Enrique Oltuski, a subordinate, in November of that year: "The struggling masses agree to robbing banks because none of them has a penny in them." This idea of revolution as a license to re-allocate property as he saw fit led the Marxist Puritan to take over the mansion of an emigrant after the triumph of the revolution.