Meghan Markle Faces Backlash Over Name Controversy of Lifestyle Brand

Meghan Markle has sparked controversy following the recent renaming of her lifestyle brand. Critics have accused the Duchess of Sussex of attempting to appropriate the existing name of a small business that has been in operation for nearly eight years.

On Tuesday, Markle revealed the brand’s transformation from American Riviera Orchard to As Ever. However, the name is already associated with a small clothing brand based in New York City, complicating the transition.

Mark Kolski, the founder of As Ever NYC, quickly took to social media following Markle’s announcement. He sought to clarify that his company is “not affiliated” with the new venture from the Duchess. In a heartfelt post on Instagram, Kolski expressed gratitude to his loyal customers and reassured them concerning their brand’s status.

“Wow and Hello,” Kolski began his statement. “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.”

Kolski shared a brief history of his brand, noting that it began in 2015 as a side project. He crafted a signature pant for his wife, Astrid Dahl, from reworked vintage military fabric. The brand grew over the years, with Kolski starting formal manufacturing in 2017. In his post, he acknowledged the many individuals who played pivotal roles in the brand’s development, thanking them for their support.

“It’s 2025. We are grateful to still be here making clothing in New York and New Jersey,” Kolski concluded. “We are grateful for all the customers from coast to coast and worldwide that have supported our venture. We will continue As Ever.”

Social media reactions to the situation have been swift, with users sharing their thoughts on Markle’s actions. One user on X stated, “Meghan Markle took the same name as an already trademarked established clothing store… As Ever. They didn’t steal her brand. She tried to snatch theirs.”

Another commenter asked, “Is Meghan Markle trying to do a ‘Blake Lively move’ of stealing the brand’s name on the New York-based ‘As Ever’ brand of clothing? And is Netflix wrapped up in it?”

Kolski elaborated on the difficulties faced by small businesses in an interview. He commented that given the considerable backing of Netflix behind Markle’s new venture, he feels at a disadvantage. While he is exploring his options, he stands firm and has no intention of changing his business’s name.

As Kolski described, “I’m a very small business; it’s a family-run operation. I’m essentially a one-man band. This new venture has the power and money of Netflix behind it. Even if I wanted to do something, I don’t think I have the behemoth of lawyers and money that is behind this.”

In light of this situation, it has been reported that Markle’s brand will prioritize lifestyle products instead of clothing, which adds another layer to the ongoing narrative.

On Tuesday, she excitedly announced her brand’s new identity to her nearly two million followers on Instagram. “The cat’s out of the bag,” Markle said during her video announcement. “I’m shocked we’ve kept this a secret for so long. In two weeks, my show is coming out, which I’m so excited for. And also, my business, which I think there has been a lot of curiosity about.”

Reflecting on her previous brand name, Markle explained, “Last year, I thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.”

Markle also elaborated on her partnership with Netflix, stating, “This is huge. So, I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”

In her announcement, the former “Suits” actress introduced a new logo and website for her lifestyle brand, As Ever. She described the brand’s essence, saying, “As Ever essentially means as it’s always been. If you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking, crafting, and gardening – this is what I do.”

Markle concluded her video by detailing some of the items she plans to offer through As Ever, which will include fruit preserves, a nod to her passion for food. “I think we’re all clear at this point that jam is my jam,” she said with enthusiasm. “But there are so many more products that I love, and now it’s time to share them with you. So, I just can’t wait for you to see it. Thanks, guys!”

In a media landscape where names and branding play crucial roles in success, this controversy highlights the complexities that arise when established businesses collide with high-profile public figures. The response from Kolski and the public’s reactions serve as a testament to the challenges that small businesses face against larger, more powerful entities.