Meghan Markle’s lifestyle brand sparks controversy over name and logo

• Meghan Markle announced that her lifestyle company is rebranding to As Ever, replacing American Riviera Orchard. The transition was revealed in an Instagram video Monday.
• Controversy arose because a small New York City-based clothing brand, As Ever, claims common law rights to the name and notes it has no affiliation with Markle’s new brand.
• Social media users have pointed out similarities between the new logo and the coat of arms of Porreres, a Spanish town; meanwhile, Markle’s new Netflix series “With Love, Meghan” has been delayed until March due to the Southern California wildfires.

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Meghan Markle is rebranding her lifestyle company. The Duchess of Sussex announced that her new brand, As Ever, will replace American Riviera Orchard.

The transition was revealed Monday, Feb. 17, in an Instagram video. Markle said she was excited to share her passions for gardening and cooking on the new platform.

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Small NYC clothing brand raises concerns

However, Markle’s rebrand is already sparking controversy. A small clothing brand in New York City also operates under the name As Ever.

In an Instagram post, the clothing company addressed the situation, stating, “In the last 36 hours, there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated.”

The post also mentioned that As Ever became official in 2017 with its manufacturing launch.

Mark Kolski, the owner of As Ever, told The Sun that although he does not own the trademark, he has no plans to change his company’s name. Since he has been selling clothing under the name since 2017, Kolski believes he has common law rights to continue using the name.

Kolski also noted that Markle’s business has the financial support of Netflix, while he lacks the resources and legal team to take action.

Logo draws comparisons to Spanish town’s coat of arms

Shortly after the As Ever rebrand was announced, social media users pointed out similarities between the company’s logo and the coat of arms of Porreres, a small town in Spain. Both feature a design with hummingbirds and a palm tree.

An insider told People magazine that the logo was designed to be unique and personal. “As part of the process, comprehensive global searches of registered trademarks were conducted,” the source said.

Hummingbirds hold special significance for Prince Harry. In his 2023 memoir, Harry recounted seeing a hummingbird in his home after the passing of his grandmother, Queen Elizabeth, making the bird a symbolic spirit for the couple.

Netflix series ‘With Love, Meghan’ delayed until March

Markle rejoined Instagram earlier this year, shortly before announcing her new Netflix series “With Love, Meghan.”

The lifestyle series was originally set to premiere on Jan. 15. However, the release date was postponed to March 4 due to the recent wildfires in and around Los Angeles.

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Previous trademark denial adds pressure to rebrand

This isn’t the first time Markle has faced branding challenges.

In 2023, the U.S. Patent and Trademark Office partially denied her initial application for American Riviera Orchard. The application was rejected because of similarities with other existing brands, according to The Daily Mail.