Incongruous though that last item sounds, naming anything after the man formerly known as James Gatz seems more than a touch problematic. Why funny books are also the most serious The link between Gatsby and the Kardashians It's now possible to lounge on a Gatsby sofa, check in at the Gatsby hotel, even chow down on a Gatsby sandwich – essentially a supersize, souped-up chip butty. Cut loose by pop culture from the text into which he was born, his name adorns everything from condominiums to hair wax and a limited-edition cologne (it contains notes of vetiver, pink pepper and Sicilian lime). Almost a century after he was written into being, F Scott Fitzgerald's doomed romantic has become shorthand for decadent flappers, champagne fountains and never-ending parties. Few characters in literature or indeed life embody an era quite so tenaciously as Jay Gatsby does the Jazz Age.
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