Some millennial Americans wear Che Guevara t-shirts without recognizing that Che Guevara helped Fidel Castro execute his opponents by firing squads (http://cubaarchive.org/home/images/stories/che-guevara_interior-pages_en_final.pdf) Moreover, Che Guevara said the following quotes that expose his cold-blooded, murderous, brutish character:

“We reject any peaceful approach. Violence is inevitable. To establish Socialism rivers of blood must flow. The victory of Socialism is well worth millions of atomic victims!”

“In fact, if Christ himself stood in my way, I, like Nietzsche, would not hesitate to squish him like a worm.”

“My nostrils dilate while savoring the acrid odor of gunpowder and blood... Crazy with fury I will stain my rifle red while slaughtering any surrendered enemy that falls in my hands!”

“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. This is what our soldiers must become …” (see http://www.therealcuba.com/?page_id=32)

Literally, the way Cuban-Americans react to someone wearing a Che Guevara t-shirt is no different from how Jews would react if they saw someone wear a t-shirt with Hitler's face, and no different from how 9/11 survivors who react if they saw someone wear a t-shirt with bin Laden's face. Therefore, small retail businesses should study Che Guevara's deeds and true character before thinking about selling Che Guevara t-shirts.