Meghan Markle’s latest business move has sparked unexpected controversy after she rebranded her lifestyle venture under the name “As Ever.”
The change, which replaced the previously announced “American Riviera Orchard,” has drawn the attention of a small, independent clothing brand based in New York, which has been using the same name for years.
Meghan Markle new business: As Ever clothing brand
Mark Kolski, the founder of the original “As Ever” brand, expressed his concerns on Instagram, addressing the sudden wave of attention his business has received.
“Wow and hello,” he wrote, thanking longtime supporters while also acknowledging the influx of new followers who only recently became aware of his company. He clarified that his brand, launched officially in 2017 but in development since 2015, has no connection to Markle’s enterprise.
Although Kolski does not hold a registered trademark for the name, he believes his long-standing use of “As Ever” grants him common law rights to sell clothing under that name.
Speaking to The Sun, he admitted feeling powerless against Markle’s high-profile rebrand, backed by the financial strength of Netflix.
“Even if I wanted to do something, I don’t think I have the behemoth of lawyers and money that are behind this,” he stated.
Still, he remains firm in his decision to keep his brand’s identity and is exploring possible courses of action.
Mallorca coat of arms
Beyond the name dispute, Markle is also facing backlash over her new logo, which features a palm tree with two hummingbirds.
Authorities in Porreres, a small town in Mallorca, have suggested that the emblem closely resembles their historic coat of arms.
Mayor Xisca Mora called the similarities “surreal” and mentioned that the town council is evaluating whether to take legal action.
Markle revealed in an Instagram video that the name “As Ever” had been secured back in 2022. She explained that she initially liked the name “American Riviera Orchard” due to its connection to Santa Barbara but ultimately felt it was too geographically restrictive.
The new brand, now publicly tied to her Netflix partnership, is meant to reflect a broader vision.
This is not the first time Markle has encountered trademark challenges. Her original brand name was reportedly rejected by the U.S. Patent and Trademark Office for being too geographically descriptive and for overlapping with multiple product categories.
Now, just days after unveiling her new brand identity, she finds herself navigating fresh allegations of plagiarism and potential legal disputes.
What is clear, however, is that Markle’s business rebrand has generated more headlines than she likely anticipated—and not all of them are positive.