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Similarly, Hearst says that her ideal customer is, above all, a man with “a modern brain,” someone who is engaged with the issues of our time, such as climate change — the brand exclusively uses biodegradable packaging — and dissolving gender lines altogether.

Celaena paused for a moment before saying: “His brain. Someone had made a hole in the top of his head, and his brain was gone. And the skin from his face had been ripped off.”

He repeated the old doll’s words over and over until they wore a smooth groove of hope in his brain: Someone will come; someone will come for you.

Her sister June called her the family brain, someone who organized gatherings and coordinated help for relatives in trouble.