President Donald Trump‘s at times austere positioning on economic matters starkly contrasts with the stream of glitzy business endeavors he’s launched in his vast empire. 

On occasion, the president has described his “America First” approach to business and trade in rather anti-materialistic language. Less is more if it’s made in the United States, he’s implied, suggesting that people affected by higher prices caused by protectionism could adapt their buying behavior and get by with fewer goods.