Apex Hides The Hurt

"A brilliant, witty, and subtle novel, written in a most engaging style, with tremendous aptness of language and command of plot."  -  The New York Review of Books

When the citizens of Winthrop needed a new name for their town, they did what anyone would do — they hired a consultant. The protagonist of Apex Hides The Hurt is a nomenclature consultant. If you want just the right name for your new product, whether it be an automobile or antidepressant, sneaker or spoon, he’s the man to get the job done. Wardrobe lack pizzazz? Come to the Outfit Outlet. Always the wallflower at social gatherings? Try Loquacia. And of course, whenever you take a fall, reach for Apex, because Apex Hides the Hurt. Apex is his crowning achievement, the multicultural bandage that has revolutionized the adhesive bandage industry. 

"Wickedly funny... Whitehead is making a strong case for a new name of his own: that of the best of the new generation of American novelists."   -  The Boston Globe

Apex Hides The Hurt brilliantly and wryly satirizes our contemporary culture - where the tides of marketing subsume memory and history.