Meghan Markle, the Duchess of Sussex, has faced a series of challenges as she works to establish her lifestyle brand, “As Ever.” The brand, which she officially launched in April 2024 with the release of her strawberry jam, has encountered several roadblocks, including trademark disputes and allegations of plagiarism. Despite these setbacks, Markle remains determined to build her brand, even if it means navigating a complex web of legal and creative hurdles.
One of the earliest obstacles Markle faced was a trademark dispute over the name “As Ever” itself. In October 2022, her legal team filed an application with the U.S. Patent and Trademark Office (USPTO) to sell aprons and other items under the brand. However, the application hit a snag in July 2023 when it was partially rejected. The USPTO determined that “As Ever” was too similar to the name of a Chinese clothing company called ASEVER, which is based in Shenzhen and supplies clothing to major retailers like H&M. The rejection noted that the names were “identical in sound and virtually identical in appearance,” making them confusingly similar for consumers. To move forward, Markle was forced to remove references to clothing from her application and eventually filed a revised version, which was approved. While she isn’t entirely barred from selling clothing, she would need to pursue a different brand name if she wishes to do so in the future.
In addition to the trademark issues, Markle has also faced accusations of plagiarism related to the brand’s logo. Shortly after the relaunch of her brand in April 2024, Xisca Mora, the mayor of the Mallorcan town of Porreres, claimed that the logo for “As Ever” bore a striking resemblance to the town’s coat of arms. The coat of arms features a palm tree in the center with two birds flying toward it, a design that is nearly identical to the logo created for Markle’s brand. While Mora initially considered legal action, she later admitted that the town lacked the financial resources to pursue a lawsuit. This was not the only accusation of copying that Markle faced. Earlier this month, the owner of a family-run New York City clothing brand, also named “As Ever,” spoke out about the similarities in their brand names. Mark Kolski, the owner, stated that he was exploring all possibilities for addressing the issue but clarified that his company, which has been in operation since 2017, was not affiliated with Markle’s brand. Kolski, who started his business as a side hobby in 2015, expressed gratitude for the continued support of his customers as he navigates this unexpected challenge.
Despite these challenges, Markle has remained committed to her vision for “As Ever.” In an Instagram video earlier this year, she explained the reasoning behind the brand’s name and the journey that led to its creation. She revealed that she had originally considered naming the brand “American Riviera Orchard,” a nod to her neighborhood in Santa Barbara, but ultimately decided it was too limiting. The name “As Ever” was something she had secured in 2022, and she felt it better captured the essence of her brand. Markle also referenced her upcoming Netflix series, “With Love, Meghan,” which she described as both a personal project and a business partnership with the streaming giant. The show, set to premiere on March 4, has been a key factor in her decision to rebrand and expand her lifestyle offerings.
The journey to launch “As Ever” has been anything but smooth, but Markle has used these challenges as an opportunity to reflect on her vision and goals. In her Instagram video, she acknowledged the setbacks she had faced, including the trademark issues and the criticism over the logo design. However, she also expressed excitement about the future of her brand, emphasizing the importance of perseverance and adaptability in the face of adversity. Markle’s determination to build “As Ever” into a successful lifestyle brand is evident, even as she continues to navigate the complexities of trademark law, branding, and public perception.
In conclusion, Meghan Markle’s efforts to establish her “As Ever” brand have been marked by both excitement and controversy. From trademark disputes with a Chinese clothing company to allegations of plagiarism from a small Spanish town and a New York City-based brand, Markle has faced a number of challenges that have required her to Think creatively and strategically. Despite these obstacles, she remains committed to her vision and is determined to turn “As Ever” into a thriving lifestyle brand. As she continues to navigate the complexities of entrepreneurship, Markle’s journey serves as a reminder of the importance of resilience and adaptability in the face of adversity. With her Netflix series set to premiere soon, Markle is poised to take her brand to the next level, even as she works to address the legal and creative challenges that have arisen along the way.
