Meghan Markle’s reentry into the lifestyle world has taken an unexpected turn as she finds herself subtly mocked by the original As Ever brand—highlighting a branding hiccup that refuses to fade quietly.
Earlier this year, Meghan attempted to launch her lifestyle initiative under the name As Ever, aiming to establish a chic, minimal aesthetic. However, it quickly emerged that the name had already been in use since 2015 by a New York-based clothing label founded by designer Mark Kolski.
Not long after Meghan’s announcement, Kolski took to Instagram with a cryptic yet pointed message: “We will continue As Ever,” a clear nod to the unexpected overlap. He also clarified publicly that his brand had “no affiliation” with Meghan’s new lifestyle business, which has since been rebranded as American Riviera Orchard.
Adding an extra dose of cheeky shade, the original As Ever recently dropped a $45 T-shirt titled the “As Ever jams Tee”—a name widely interpreted as a playful jab at Meghan’s first product: homemade raspberry jam.
While Meghan presses on with building American Riviera Orchard, the branding blunder continues to spark subtle digs and online buzz, highlighting the challenges even global figures can face in carving out unique identities in a saturated market.
The Duchess may have moved on from the naming controversy, but the original As Ever brand seems to be enjoying its moment in the spotlight—one clever T-shirt at a time.
