He is currently spinning in his grave at 2000 revolutions per minute after learning how his face was monetized via t-shirt sales, making him the greatest revolutionary in history.
On a more serious note, Che was a marxist revolutionary active in middle america, and took part in (amongst other things) Fidel Castros coup. He has, for a few decades after his death, become a symbol for leftist uprising. But he has since become a symbol for smoking pot under a tree and thinking the world would be better if we could all just, like, be cool, and stuff, y'know.
Side note: I remember seeing an interview with the photographer who took the famous picture of Che. He didn't mind its spread, so anyone is free to use it however they want, including sell8ng t-shirt prints.