Meghan Markle, the Duchess of Sussex, has faced yet another hurdle in her efforts to rebrand her company, American Riviera Orchard, under the name “As Ever.” Barely a day after the announcement, a small, family-run clothing brand in New York City, also named “As Ever,” stepped into the spotlight, causing confusion and sparking a wave of support for the lesser-known business. Mark Kolski, the owner of the NYC-based brand, took to Instagram to address the situation, expressing gratitude for the outpouring of support and concern from both long-time customers and new followers. In his post, Kolski emphasized that his company is entirely separate from Markle’s venture, despite sharing the same name. He also shared a brief history of his brand, revealing that it began as a passion project in 2015 when he repurposed vintage military fabric to create a signature tanker pant for his wife, Astrid Dahl. Over time, the brand evolved into a cult favorite, particularly for its iconic pink jumpsuit, and officially launched in 2017. Kolski made it clear that he has no intention of changing his company’s name and is exploring all possible options to protect his brand.
The situation has highlighted the challenges of naming a business, particularly when it comes to trademark issues. Kolski admitted that he does not currently own the trademark for “As Ever,” which could complicate matters further. In an interview with The US Sun, he acknowledged the disparity in resources between his small, family-run operation and Markle’s well-funded venture, which is backed by Netflix. Despite the odds, Kolski remains determined to preserve his brand’s identity and legacy. Meanwhile, a source close to Markle revealed that her “As Ever” brand will focus on lifestyle products and will not produce clothing, which may help differentiate it from Kolski’s business. However, the overlapping name has already caused confusion, and it remains to be seen how the situation will unfold.
Markle announced the rebranding of her company on Instagram, expressing her excitement about the new direction. She shared that the name “As Ever” holds deep personal significance, reflecting her commitment to consistency and authenticity. For those familiar with her earlier endeavors, such as her now-defunct lifestyle blog The Tig, the name serves as a nod to her ongoing journey and values. The announcement was accompanied by a new logo for “As Ever,” which features a palm tree, symbolizing her home in California, and two hummingbirds, a favorite of her husband, Prince Harry. A source explained that the logo’s design was carefully crafted to create a unique and meaningful emblem, with extensive global trademark searches conducted to ensure its originality.
However, the logo has also sparked controversy, as Xisca Mora, a Spanish politician, has reportedly considered legal action against Markle for allegedly plagiarizing a Spanish coat of arms in the design. Markle has not publicly addressed the accusation, but insiders have emphasized that the logo was intended to be a deeply personal and thoughtful representation of her and her family’s life. The situation adds another layer of complexity to the already contentious rebranding process, as Markle navigates the challenges of building her brand while facing external criticisms and conflicts.
The clash between Markle’s “As Ever” and Kolski’s small business has resonated with many, particularly those who value independent and family-run enterprises. Kolski’s heartfelt Instagram post struck a chord, as it underscored the passion and dedication that goes into building a brand from the ground up. His story serves as a reminder of the importance of supporting small businesses and the unique value they bring to the marketplace. At the same time, Markle’s rebranding efforts highlight the intricacies of launching a lifestyle brand, particularly when it comes to navigating intellectual property issues and public perception.
As both parties move forward, it remains to be seen how the situation will be resolved. For Kolski, the unexpected attention has brought both challenges and opportunities, as his brand gains visibility on a larger scale. For Markle, the rebranding of her company marks a new chapter in her entrepreneurial journey, one that she hopes will reflect her values and vision. Whether “As Ever” will find success in this new iteration depends on her ability to address the current controversies and distinguish her brand in a crowded marketplace. One thing is certain: the journey of both “As Ever” brands will continue to captivate audiences, offering insights into the complexities of building a brand in today’s fast-paced and highly competitive world.
