Meghan Markle's As Ever brand faces a setback as she is blocked from selling clothing under the name

LOS ANGELES, CALIFORNIA: Meghan Markle’s ambitious lifestyle brand, As Ever, just hit a major legal snag. 

The US Patent and Trademark Office (USPTO) has issued a partial rejection of her application, citing its similarity to ASEVER, a budget-friendly Chinese fashion company, as reported by the Daily Mail.

Meghan Markle's As Ever brand faces legal roadblock over trademark issues

The Daily Mail uncovered documents showing that Meghan Markle's legal team filed an application with the USPTO in October 2022, seeking approval to sell aprons, clothing, and a variety of other products including jams and dog treats under the brand name "As Ever."

However, in July 2023, the USPTO issued a 145-page "partial rejection" of the application, citing concerns that the brand name was too close to the Chinese fast fashion label ASEVER, preventing her from selling clothing under the trademark.

Weighing in on the subject, a Los Angeles-based trademark expert stated, "If she sells clothing under the As Ever brand she risks being sued."

Meghan, known for her trend-setting fashion that often sells out, will need to select a different brand name if she plans to launch her own clothing line. This hurdle marks yet another delay in the highly anticipated debut of her lifestyle brand.

This is not the first branding hurdle for the Duchess of Sussex. Her initial venture, American Riviera Orchard, was also blocked first for referencing a geographical location and later due to opposition from food giant Harry & David, which argued it was too similar to their "Royal Riviera" product line.

In an Instagram post, Meghan shared the inspiration behind the name "American Riviera," explaining that it refers to Santa Barbara, California—the scenic coastal town adjacent to Montecito, where she and Prince Harry reside in a $14.5 million estate. Their high-profile neighbors include Oprah Winfrey, Kevin Costner, and Katy Perry.

Reflecting on the name, the mother of two said, "Last year I had 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."

Name and logo controversy surrounding Meghan Markle's As Ever

Meghan Markle’s newly launched lifestyle brand, As Ever, is already at the center of controversy over its name and logo.

New York-based designer Mark Kolski, who has run a vintage clothing company called As Ever since 2017, expressed frustration over the sudden attention on his small business.

"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. We are grateful for all the customers coast-to-coast and worldwide that have supported our venture," Kolski said.

He clarified that he had never sought to trademark the name "As Ever," stating, "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."

The Spanish village of Porreres, located in Mallorca, is considering legal action against the duchess, arguing that Meghan has replicated their historic coat of arms, which has been in use since 1370. The As Ever emblem features a palm tree flanked by two hummingbirds, a design strikingly similar to the town's traditional symbol.

Prince Harry has previously mentioned seeing a hummingbird after the death of his grandmother, Queen Elizabeth II, which could explain the symbolism behind the logo of Meghan's brand. However, the resemblance to the Spanish village's emblem has raised eyebrows.