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So although millions of companies have used his image, it's always in an attempt to appear on the side of spirit and rebellion. It still signifies something. So it can be worn by millions, including many who probably disagree with most of his ideas, but it's never been more popular in South America, and you're unlikely to see it worn by Margaret Beckett or Donald Rumsfeld or Noel Edmonds. And even if Gordon Brown had piercing blue eyes and a Marlon Brando laconic smile, in 40 years no student would put up his poster and say: "His vision for the future, man, it was, well, cool."
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