Meghan Markle’s 'As Ever' Brand Faces Trademark Setbacks Over Clothing Line

The Duchess of Sussex rebrands her lifestyle venture but removes clothing products following a trademark dispute with a Chinese fast-fashion company.

Meghan Markle's 'As Ever' brand faced a partial trademark rejection from the U.S. Patent and Trademark Office (USPTO) due to similarities with the Chinese brand ASEVER.
The trademark conflict prevented 'As Ever' from selling clothing items like aprons, leading Meghan's legal team to remove clothing from the application, which was later approved for other product categories.
The brand, initially named 'American Riviera Orchard,' was rebranded to 'As Ever' after the original name was rejected for referencing a geographical location.
Additional disputes arose, including claims of logo similarity to a Spanish village's coat of arms and concerns from a small New York clothing company and a photographer using the same name.
The 'As Ever' brand, developed in partnership with Netflix, is set to launch in spring 2025, offering products like pet treats, meditation cushions, and hospitality services, alongside Meghan's upcoming Netflix series.