Colson Whitehead - Apex Hides the Hurt

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From the MacArthur and Whiting Award — winning author of
and
comes a new, brisk, comic tour de force about identity,history, and the adhesive bandage industry. 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
is a nomenclature consultant. If you want just the right name for your new product, whether it be 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. “Flesh-colored” be damned — no matter what your skin tone is — Apex will match it, or your money back.
After leaving his job (following a mysterious misfortune), his expertise is called upon by the town of Winthrop. Once there, he meets the town council, who will try to sway his opinion over the coming days. Lucky Aberdeen, the millionaire software pioneer and hometown-boy-made-good, wants the name changed to something that will reflect the town’s capitalist aspirations, attracting new businesses and revitalizing the community. Who could argue with that? Albie Winthrop, beloved son of the town’s aristocracy, thinks Winthrop is a perfectly good name, and can’t imagine what the fuss is about. Regina Goode, the mayor, is a descendent of the black settlers who founded the town, and has her own secret agenda for what the name should be. Our expert must decide the outcome, with all its implications for the town’s future. Which name will he choose? Or perhaps he will devise his own? And what’s with his limp, anyway?
Apex Hides the Hurt

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He tried to figure out what was going on in the framed cartoons along the walls, but the punch lines were over his head. Portly Englishmen with round, curved bellies huddled in taverns and drawing rooms referring to minor scandals of their day. He didn’t know what they were talking about: I HAD A MINOR WIGGLESWORTH. What the hell did that mean? The chair sighed beneath him. It was an intimate place, twelve leather chairs and three small glass tables. The deep carpet drank all stains. No neon Budweiser signs, no popcorn machines with greasy yellow glass. The salesmen in town for the convention would be perplexed and scurry to their rooms to call their wives.

They were an odd couple, coming through the door, and surely his clients. The woman wore a light blue pantsuit and smart black shoes. She smiled to the bartender and approached in dignified business strides: Regina Goode, the mayor of the village. He reconsidered: maybe it wasn’t a business stride and power charge, but the walk of someone who had recently lost weight and was feeling the confidence of her new body. He had seen data from the focus groups of the then-unnamed StaySlim in the marketing phase and felt he knew what he was talking about. And that had to be her favorite perfume, he decided, the smell summoned gold script etched on small crystal, a spritz or two before she dashed out already late to her first pressing appointment of the day. Two syllables. Iambic, natch. He stood and shook her hand.

The white guy was Lucky Aberdeen, founder and CEO of Aberdeen Software, and he came in his costume. The jeans and polo shirt were standard issue, but the vest was the thing, his trademark was a fringed leather vest spotted with turquoise sequins on one breast that described the Big Dipper. It was familiar from TV, from the cover of the guy’s book, which had been a best-seller a year ago. He learned later that people in town called it his Indian Vest, as in “There goes Lucky in his Indian Vest,” and “I said hello to Lucky in his Indian Vest.” Details from a magazine profile came back to him. Lucky had spent some time in the Southwest after he dropped out of a fancy northeast school, and there on his back in the desert, among the cacti and scorpions, squinting at the night sky, he had formulated his unique corporate philosophy. Lucky tipped two fingers, index and middle, in greeting to the bartender and took a seat. “Hello, friend,” he said.

“Thanks for coming down here on such short notice,” Regina said. She laced her fingers and rested her elbows on the tiny surface of the table.

“Sorry for the rain,” Lucky said, “although sometimes a little rain is nice.”

He mumbled in response and nodded.

“Well,” she said, clearing her throat, “I trust you’ve had a chance to review the material we sent.”

“This is quite a unique situation you have down here,” he said. Understatements were a new hobby of his.

Lucky said, “This is a unique town.” Lucky chuckled and Regina tightened her fingers. They were trying to stick to the script, he gathered.

“I still don’t understand how you came to this point. Don’t think I’ve heard of a law like this before.”

His clients glanced at each other. The mayor cleared her throat again. Lucky said, “The wording of the law itself is a bit Byzantine, but the idea is still, it’s still on the books. It may be from a different time and a bit complicated, but the spirit of the thing is timeless.”

“Why not just have the town vote on it?” he asked. “Get it all done out in the open?”

“There are a lot of complications on that point, but I can assure you that we’re not circumventing. You see it’s the town council that handles the routine matters of law here, and there’s three of us — me, Regina, and Winthrop. When we all come together it’s a beautiful thing, but when we disagree—”

“A vote wouldn’t work in this situation,” Regina broke in, “considering the community these days and their concerns.”

Yes, he was definitely picking up on a little tension. Which one had the better hand, and who was on the verge of folding their cards? The bartender brought the drinks over without making eye contact. The man could hear everything and he wondered what the bartender thought. This citizen.

“We want to be fair,” Lucky said, “is what I think Regina is getting at. We have a lot of longtime residents here, obviously, and they think one way, and then we have a lot of people who have moved here for the business opportunities, they want to raise their families in a nurturing environment.” Lucky took a sip of his Brio, the energy drink that had become the late-night lubrication of choice in Silicon Valley. The beverage was Lucky’s way of saying that he was not so far in the boondocks that he was out of touch.

“The town is changing quickly,” Regina said.

“Right,” he said. Behind her head, the caption of a cartoon went, PIP I DARESAY! PIP!

“Rapidly growing,” Lucky said. “What we have is a kind of stalemate, and we want to be fair. So we called in a consultant.”

And there he sat. He nodded. He wondered, are they seeing the man I want them to see? That devil-may-care consultant of yore? His hand was a fist on the table. He imagined a wooden stick in his fist, and attached to the end of the stick was a mask of his face. He held the mask an inch in front of his face, and the expressions did not match. He said, “I sent an e-mail to someone’s office, I can’t remember who, about the conditions of my employment.”

“Yes, your conditions.”

“That’s what we wanted to talk about.”

“There’s some disagreement about the strict terms, but we’ll work it out.”

“They’re a bit binding.”

“That’s the point,” he said.

They looked at each other. Lucky said, “You see, Albert Winthrop’s unreachable until Wednesday. He has a boat race. But I’m sure we’ll work it out, once the three of us sit down. I think what you’re saying makes perfect sense, if you look at it through the right lens. Perfect sense.”

“Will you be okay until then?” Regina asked. “Your room is nice?” She smiled, by accident it seemed to him.

He raised his eyebrows and nodded eagerly. It wasn’t that bad a smile, as far as smiles go, a rickety ark sailing above her chin.

“I know Winthrop sent up a few books for you to familiarize yourself,” she added.

“And when you meet Winthrop,” Lucky added, “I’m sure he’ll lay a bunch of family history stuff on you.” He chuckled. “He has all this stuff in leather binders.”

“I use Apex all the time,” Regina said, sitting back in her chair. She wiggled a finger for proof. “Burned it on the stove.”

“Oh,” he said.

“Quite an impressive client list you have,” Lucky said. “Had a question about one thing, though, if you don’t mind. It said there you did Luno, but Luno is pretty old, right, it’s been around for a long time.”

“New Luno. I did New Luno. I added the New . They were a bit adrift, demographics-wise.”

“Ah,” Lucky said, considering this. “New Luno. My nephew drinks that by the crate.”

There you have it.

. . . . . . . .

He had a limp from an injury. What happened was he had lost a toe recently. Didn’t lose it really. It was cut off with his consent and put in one of those red hospital biohazard bags. He’d seen such things on television, and what do they do, he wondered in the hospital, burn the waste in incinerators? His toe consumed by flame and wafting like a ghost through the atmosphere. Of course sometimes medical waste washed up on the shores of public beaches and there was a big news thing about it. The derelict waste-removal company. Now and again he pictured unlucky bathers. That thing they thought was a baby fish nuzzling their thighs in the surf? It was his lost little brown toe, roaming the seas in restless search of its joint.

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