The Duchess of Sussex faces controversy over the rebranding of her lifestyle venture.
According to Fox News, Meghan Markle has drawn criticism for renaming her lifestyle brand to "As Ever," a name that has been used by an established New York City clothing company since 2017.
The controversy emerged when Markle announced the rebranding of her company from American Riviera Orchard to As Ever, prompting immediate response from As Ever NYC's founder Mark Kolski. The small business owner took to Instagram to address growing concerns from his loyal customers and clarify that his company has no connection to Markle's venture.
Kolski, who founded As Ever in 2015 as a hobby project making vintage military-inspired clothing for his wife Astrid Dahl, expressed his determination to protect his brand's identity. Speaking to The Sun, he emphasized the significant disparity between his family-run operation and Markle's Netflix-backed enterprise.
As Ever NYC's founder shared the history of his brand on Instagram, where he wrote:
Wow and Hello. 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. 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 small business owner revealed he is "exploring all possibilities" while maintaining his position against changing his company's name despite facing a potentially challenging legal situation against Markle's well-funded venture.
In a video announcement to her nearly 2 million Instagram followers, Markle explained her decision to rename her brand. She detailed how the previous name, American Riviera Orchard, proved too limiting for her vision of the company's scope.
The Duchess disclosed that Netflix has joined as a partner in both her upcoming show and business venture. She emphasized that As Ever will focus on lifestyle products, including fruit preserves, rather than clothing items, which could potentially conflict with Kolski's business.
Social media users have expressed strong opinions about the situation, with many drawing comparisons to similar naming controversies in the entertainment industry. Some speculate about potential legal implications, particularly given Netflix's involvement in the venture.
The situation has garnered significant attention from both media outlets and consumers, highlighting the challenges of brand naming in today's interconnected marketplace. While Markle's team confirms their focus will be on lifestyle products rather than clothing, the naming similarity continues to generate discussion.
As Ever NYC has been manufacturing clothing in New York and New Jersey since 2017, establishing a loyal customer base both domestically and internationally. The company's signature items include reworked vintage military wear and a popular pink jumpsuit that became a cult classic among their customers.
Kolski continues to operate his small family business while facing uncertainty about the impact of Markle's brand launch on his established company identity. The situation underscores the complexities of trademark protection for small businesses in an era of celebrity-driven entrepreneurship.
The clash between Meghan Markle's new lifestyle venture and the existing As Ever NYC clothing brand has created waves in both the business and entertainment sectors. While Markle proceeds with her Netflix-partnered lifestyle brand focusing on preserves and home goods, As Ever NYC's founder Mark Kolski maintains his stance on protecting his eight-year-old clothing business identity. The outcome of this naming dispute remains uncertain as both parties move forward with their respective business plans.
