Meghan Markle's recently rebranded lifestyle venture, "As Ever," has ignited a debate after a small New York City clothing company with the same name raised concerns. Markle, the Duchess of Sussex, announced the shift from her original brand name, American Riviera Orchard, to As Ever on Tuesday. This sparked a swift response from Mark Kolski, founder of As Ever NYC, who clarified on social media that his nearly eight-year-old business is not connected to Markle's.
Kolski detailed the origins of As Ever NYC, which began in 2015 as a side project creating reworked vintage military clothing for his wife. The brand officially launched in 2017 and has since grown to serve customers across the US and internationally. He expressed gratitude for the support he's received and affirmed his commitment to continuing his business. Social media users quickly weighed in, with many expressing support for Kolski and criticizing Markle's choice of name.
In an interview with The Sun, Kolski stated that he is exploring his options but remains determined to keep his company's name. He highlighted the disparity in resources between his small family-run business and Markle's venture, which is backed by Netflix. Fox News Digital has confirmed that Markle's "As Ever" brand will focus on lifestyle products and will not include clothing.
Markle announced the new brand name via Instagram, explaining that "American Riviera" felt geographically limiting, especially with her new Netflix partnership. She revealed that "As Ever" was a name she secured in 2022, aligning with her long-standing passion for cooking, crafting, and gardening, reminiscent of her earlier blog, The Tig. The Duchess hinted at a range of products, including her signature fruit preserves, and expressed excitement for the launch.
