A New York vintage clothing designer is seeking legal advice after the Duchess of Sussex announced plans to rebrand her lifestyle venture to "As Ever" - a name nearly identical to his existing brand.
Mark Kolski, owner of "As Ever NYC", discovered the clash when Meghan Markle revealed her company's name change from "American Riviera Orchard" on Monday.
The independent designer, who has operated his brand since 2017, was not consulted about the name change and expressed immediate concerns about potential confusion between the brands.
Kolski's "As Ever NYC" specialises in one-of-a-kind, reworked vintage clothing from bases in New York and New Jersey.
Meghan Markle rebrand set to spark legal battle as New York designer fights back
Getty / Madewell
The designer, a former advertising executive and restaurateur, told the Mail he was "still reeling" from the news, which he only learned about through friends on Monday morning.
His brand, which became official in 2017, maintains a strong online presence with its distinctive label prominently featured across its website and social media platforms.
"I'm speaking to a lot of people. I'm a very small brand, I've had a lot of reach, which I'm grateful for," Kolski continued.
The designer confirmed he is "getting advice from as many professionals in the legal field" to protect his brand.
"It's easy to see there's confusion between the brands," he noted, though adding: "At this time based on all the legal advice I'm getting it's best to say no direct comment."
Kolski revealed he has not received any communication from Meghan's team regarding the name.
The Duchess's rebranding comes just two weeks before the launch of her Netflix show "With Love, Meghan" and her new lifestyle products range.
The change followed objections to her previous name "American Riviera Orchard" from Harry and David, owners of the Royal Riviera brand.
The 90-year-old gift order company filed a complaint with the US Trademark office, citing "likelihood of confusion" between the brands.
The trademark office had also previously told Meghan that American Riviera Orchard was too vague, giving her three months to clarify.
Taking to Instagram, Kolski addressed the situation, thanking supporters for their "outpouring of support" regarding recent events.
"I want to say thank you to all the old friends who know and love our small family brand As Ever, and also say hi to all those that have just become aware we exist," he wrote.
The brand's followers have rallied behind the small business, with many reposting stories describing Kolski's venture as "the one and only @asevernyc".
LATEST ROYAL NEWS:
While Meghan has claimed to have "secured" the "As Ever" name in 2022, public records show she only applied for the trademark in September 2024.
Her team established "2022 Trademarks LLC" in Delaware, followed by "As Ever Enterprises LLC" the next day.
However, Kolski's As Ever LLC has existed since 2017 in New York State and appears as the top Google search result for the term.
The timing of these revelations raises questions about the due diligence conducted before the Duchess's rebranding announcement.
Meghan's representatives declined to comment when contacted by GB News.
