Meghan Markle has found herself at the center of controversy following the announcement of a name change for her lifestyle brand. The Duchess of Sussex revealed on Tuesday that her brand, previously known as American Riviera Orchard, would now be called As Ever. However, this decision has sparked backlash as the name is already claimed by a small clothing brand based in New York City.
Mark Kolski, the founder of As Ever NYC, quickly took to social media to clarify that his company is "not affiliated" with Markle’s brand. His Instagram post expressed gratitude for the support he received from both loyal customers and new followers who reached out in light of the recent developments. Kolski emphasized the importance of his brand, which he established in 2017 after starting as a side project in 2015, and reassured customers that As Ever NYC would continue its operations independently.
The reaction to Markle’s name choice has been largely negative, with fans of Kolski’s brand voicing their disapproval online. Many have accused Markle of attempting to appropriate the established name of a small business, with one user stating, "They didn’t steal her brand. She tried to snatch theirs." Kolski has indicated that he is considering legal options but feels daunted by the resources available to Markle, particularly given her association with Netflix.
Despite the controversy, Markle’s brand is reportedly focused on lifestyle products and will not be entering the clothing market, which may differentiate it from Kolski’s offerings. The backlash highlights ongoing tensions between high-profile figures and small businesses, raising questions about the implications of brand naming and trademark rights in today’s marketplace.
As the situation unfolds, it remains to be seen how both parties will navigate the fallout from this incident, particularly with Kolski’s small family-run operation facing the weight of a much larger entity.