Meghan Markle’s new brand, As Ever, is facing a challenge. A trademark dispute has stopped the brand from selling clothing. The U.S. Patent and Trademark Office (USPTO) decided that As Ever is too similar to ASEVER, a Chinese fashion company that works with big brands like H&M.
Meghan applied for the trademark in October 2022, planning to offer various products, such as clothes, aprons, jams, and even dog treats. However, in July 2023, her application was partly denied. Officials believed that the name could confuse consumers. To address this, Meghan’s legal team adjusted the application in January 2024, removing clothing from the list of items. This change led to the trademark being approved.
This trademark issue is not the first challenge for Meghan. Her original brand name, American Riviera Orchard, was also dismissed because it referred to a geographic location. Harry & David, a food company, raised objections, saying the name was too similar to their own brand, Royal Riviera.
Despite these difficulties, As Ever is moving ahead, launching in partnership with Netflix. This aligns with her new lifestyle series, With Love, Meghan, debuting on March 4. However, a trademark expert has cautioned that if Meghan tries to sell clothing under As Ever later, she might face legal issues.
Amid the setbacks, former BBC royal correspondent Jennie Bond has come to Meghan’s defense. She noted that obstacles in business are common and said that Meghan’s announcement video simply reflected the reality of entrepreneurship, not a jab at the royal family.
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