Apex Hides the Hurt: Book summary and reviews of Apex Hides the Hurt by Colson Whitehead

Apex Hides the Hurt Summary

When the town 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, be it 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.

Apex Hides The Hurt brilliantly and wryly satirizes our contemporary culture, where memory and history are subsumed by the tides of marketing.

Apex Hides the Hurt Reviews

"Whitehead disappoints in this intriguingly conceived but static tale of a small town with an identity crisis." - PW.
"In spare and evocative prose, Whitehead does Shakespeare one better: What's in a name, and how does our identity relate to our own sense of who we are? For serious fiction collections in academic and public libraries." - Library Journal.
"Cultural insight, conceptual ingenuity and cutting-edge humor distinguish the third novel by a New York writer who never fails to engage and intrigue." - Kirkus.

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Colson Whitehead Author Biography

Colson Whitehead is the author of the novels Sag Harbor, a PEN/Faulkner award finalist; The Intuitionist, a finalist for the PEN/Hemingway award; John Henry Days, which won the Young Lions Fiction Award, the Anisfield-Wolf Book Award, and was a finalist for the Pulitzer Prize; and Apex Hides the Hurt, a New York Times Notable Book and winner of the PEN Oakland Award. He has also written a book of essays about his home town, The Colossus of New York. A recipient of a Whiting Writers' Award and a MacArthur Fellowship, he lives in Brooklyn.

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