(FORTUNE Magazine) – The hat industry died at Kennedy's inaugural, and jellybeans took off after Reagan's. As a new chief enters the White House, the nation turns its eyes to Washington full of breathless questions. Does this President favor commerce? Community? Cheeseburgers? Bill Clinton has unofficially endorsed a number of brand-name products by unabashedly favoring them (see illustration). Britain formalizes the process with its system of royal warrants (''By Appointment to Her Majesty the Queen, Silversmiths . . .''). Americans just have to look closely at labels. Clinton will surely spend part of his 471% salary jump on Mountain Valley Spring Water from Hot Springs, Arkansas, a favorite drink when he isn't sipping Diet Pepsi or caffeine-free Diet Coke. Other preferred brands have a less regional twang and should be familiar to baby-boomers everywhere. A devoted jogger, the new President likes New Balance and Asics running shoes. (He doesn't tax them heavily, however; Clinton strategist James Carville says, ''The jogging motto is, Start slow and taper off.'') On the golf course -- where he was rarely seen during the campaign, though he hit the links at a private club soon after the election -- he swings a new set of Pings, a Christmas gift from Hillary. For less athletic occasions he likes Rockport shoes (''They're so comfortable''). He seems unable to pass a McDonald's without stopping in, if only for coffee. Efforts to discover his brand of antihistamine -- he's allergic to daughter Chelsea's cat, Socks -- have so far been unavailing. If you plan to pose as a true Friend of Bill's, Inaugural Commemoratives (800-262-2222) is hawking mementos that include sterling silver saxophone pins ($35) and cherry wood inaugural boxes ($75), at 7 1/2 by 5 7/8 inches just the right size to hold your note cards and Elvis stamps. These souvenir purchases are exempt from sales tax except in New York, D.C., and Arkansas. Inaugural Commemoratives, a for-profit, private outfit, pays part of the proceeds to the Clinton inaugural committee. -- A.R.