Meghan Markle Renames Lifestyle Brand Amid Trademark Confusion

Meghan Markle has rebranded her lifestyle business from American Riviera Orchard to As Ever, a name that has drawn criticism and sparked confusion due to existing businesses using the same name. She explained on Instagram that the previous name limited her offerings and that As Ever reflects her artistic vision, although trademark issues have plagued her brand since its inception. Meanwhile, Mark Kolski, owner of a vintage clothing brand also called As Ever, reported a surge in inquiries and confusion following Meghan's announcement. Kolski, who does not plan to pursue legal action, noted the common law protections his brand has due to its established history. Other businesses, including a photography company named As Ever, have humorously commented on the situation, suggesting they should be acknowledged for their prior use of the name. As Meghan's brand prepares to launch alongside her upcoming Netflix series, the potential for trademark complications remains a concern.