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A New York apartment building will strip Trump’s name following complaints from residents

Donald Trump may have won the divisive US presidential election, but now he has to face the wrath of Manhattan renters.

On Nov. 16, an apartment complex on Manhattan’s West Side, about a mile from the president-elect’s home in Trump Tower, will strip Trump’s name from its three buildings after complaints from residents. Close to 600 residents in the Trump Place apartment complex signed a “Dump the Trump name” petition, according to Bloomberg News. The buildings will use their street addresses instead.

The residents’ complaint about living in a Trump-branded property are a sign of how the president-elect’s comments about women and minorities have affected his brand.

Trump Place residents had told news outlets that they were embarrassed and offended by the Trump name on their building, where rents range from about $2,600 to close to $20,000 a month, according to Streeteasy.com.

Trump developed the apartments in the 1990s but the complex is now owned by Equity Residential, according to the New York Times.

Even the Trump Organization itself, which operates hotels and other residential properties, has distanced itself from the Trump name: a new line of hotels the company is developing will be called Scion. The organization said it never intended on using the Trump name for the new hotel line and the name change on the complex was the enforcement of a pre-existing agreement, a Trump Organization vice president, Amanda Miller, told Bloomberg.

There are Trump-branded properties that don’t actually belong to Trump all over the country, from oceanfront condos in Florida to a hotel in Hawaii. But the outcry in New York City could be a special case: on Trump’s home soil, about 80% of the vote went to Hillary Clinton.

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