The Duchess of Sussex has faced immediate backlash over her rebranded lifestyle company 'As Ever', which shares its name with an existing clothing business.
Meghan Markle was forced to abandon her initial project name 'American Riviera Orchard' due to trademark issues, just two weeks before the launch of her new Netflix show 'With Love, Meghan'.
The rebrand has sparked confusion as an independent clothing company called As Ever, which operates in New York and New Jersey, has been forced to address the situation.
The company issued a statement distancing itself from the Duchess's venture, emphasising they are "not affiliated" with Meghan's project.
The Duchess of Sussex has faced immediate backlash over her rebranded lifestyle company 'As Ever', which shares its name with an existing clothing business.
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The original As Ever clothing company has broken its silence on social media regarding the name clash.
Designer Mark Kolski took to Instagram to address the situation, writing: "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 acknowledged the "outpouring of support and concern" received in the past 36 hours regarding their "namesake brand".
Kolski explained that his venture began in 2015 and became official in 2017.
"It's 2025. We are grateful to still be here making clothing in New York & New Jersey," he added. "We are grateful for all the customers coast to coast and worldwide that have supported our venture. We will continue As Ever."
Trademark filings have revealed ambitious plans for Meghan's As Ever brand, extending far beyond typical lifestyle products.
Trademark filings have revealed ambitious plans for Meghan's As Ever brand, extending far beyond typical lifestyle products.
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The Duchess aims to venture into hospitality services, including "temporary accommodation" and food and drink provision.
The merchandise empire is set to encompass a vast range of products, from edible flower petals and yoga blankets to gardening tools and outdoor furniture.
Plans also include expanding into media content, with podcasts and TV programmes in development.
The trademark application covers live stage performances and lifestyle seminars, alongside more conventional products such as spreads, books, pet treats and body lotions.
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The Duchess has begun promoting the rebranded company on social media despite these challenges.
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The controversy surrounding As Ever's launch has been further complicated by a dispute over its logo design.
A small Spanish village is considering legal action, claiming Meghan's company copied its coat of arms for the As Ever logo, which features palm trees and hummingbirds.
The Duchess has begun promoting the rebranded company on social media despite these challenges.
In a promotional photo shared on Instagram, Meghan can be seen drizzling honey over a croissant, with champagne, jam and a bowl of fruit arranged on the table.
