After nearly a year of teasing her new lifestyle brand, Meghan Markle has finally revealed its name: *American Riviera Orchard*. While the title sounds elegant and timeless, it turns out it might already be taken. A small, independent clothing brand based in New York City called *As Ever* is claiming ownership of a strikingly similar name—and they’re not happy about it.
The original *As Ever*, run by designer Mark Kazaski, has been operating since 2015 and officially established in 2017. Known for its locally produced clothing in New York and New Jersey, the brand has built a loyal customer base over the years. However, Meghan’s recent trademark filing for a similar name has thrown the small business into an unexpected identity crisis.
In a calm yet pointed Instagram post, *As Ever* addressed the situation head-on. “Wow and hello,” the post began. “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.” The message, dripping with polite frustration, seemed to hint at an impending legal battle.
The post continued, recounting the brand’s history and emphasizing its long-standing presence in the fashion industry. Meanwhile, Meghan reportedly trademarked her version of the name in 2022, raising questions about whether her team conducted a thorough search before moving forward. Did they overlook the existing brand, or did they assume their global influence would overshadow any potential conflicts?
The Instagram post concluded with a now-iconic phrase: “We are aware we are not affiliated.” This subtle yet firm statement has been interpreted as a precursor to legal action. The internet has rallied behind *As Ever*, with the comments section flooded with support for the small business. Many users expressed outrage at the idea of a celebrity powerhouse potentially steamrolling an independent brand.
Legal experts suggest that *As Ever* has a strong case. Trademark laws in the U.S. typically favor the first user of a name, and Kazaski’s brand has been using *As Ever* since 2015. If they file a “first use” protest with the U.S. Patent and Trademark Office, Meghan could be forced to abandon the name altogether.
This isn’t the first time Meghan has faced criticism over her branding efforts. Her previous ventures, such as *The Tig*, were eventually abandoned, leaving some to wonder if *American Riviera Orchard* will meet the same fate. The timing of this controversy is particularly unfortunate, as it overshadows the launch of her highly anticipated lifestyle brand.
The situation has sparked a David-versus-Goliath narrative, with many rooting for the underdog. Will Meghan double down and fight for the name, or will she quietly backtrack and rebrand? Given her history, some speculate she might abandon the name entirely in a few months. Either way, the controversy has already cast a shadow over her new venture, proving that even royals aren’t immune to branding blunders.
As the legal drama unfolds, one thing is clear: this isn’t the elegant, seamless launch Meghan likely envisioned. Instead, it’s a cautionary tale about the importance of thorough research and respecting small businesses in the competitive world of branding.
