Apex Hides The Hurt by Colson Whitehead

A sardonic, darkly comic novel that follows a Black entrepreneur and corporate marketer whose invention and trademark propel him into unexpected fame and legal entanglements; through his rise and fall the book skewers American consumer culture, race, identity, and the ways language and branding shape social perception, blending satire with melancholy as the protagonist confronts the personal costs of commodifying and policing race.

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