4 hours Ago By Precious Simpasa
Meghan Markle faces a significant setback in her entrepreneurial journey with her new lifestyle brand, As Ever . The US Patent and Trademark Office (USPTO) has barred her from selling clothing under this name due to its similarity to a Chinese fast-fashion brand, ASEVER. MEGHAN MARKLE’S BRANDING CHALLENGES This ruling could have major implications for her brand’s launch.
The launch is set to coincide with her upcoming Netflix lifestyle show, With Love, Meghan . The Netflix show premiers on 4 March 2025. In October 2022, Markle’s legal team filed for a trademark to sell various products, including clothing and food items, according to Daily Mail.
However, the USPTO issued a partial rejection in July 2023, stating that the names were “identical in sound and virtually identical in appearance.” This lead to potential confusion in the marketplace. MEGHAN MARKLE’S TRADEMARK PROBLEMS The trademark office specifically noted that the clothing category was problematic due to the existing brand ASEVER.
The brand supplies retailers like H&M from its base in Shenzhen, China. Despite these challenges, Meghan’s team revised their application in January 2024 by removing any references to clothing. This adjustment allowed for the approval of the trademark for non-clothing items, according to Geo News.
AS EVER However, experts warn that if she attempts to sell clothing under As Ever , she risks facing legal action from ASEVER. A Los Angeles trademark lawyer stated, “If she sells clothing under the As Ever brand she risks being sued.” This highlighted the precarious nature of her current situation.
This is not the first time Markle has encountered trademark issues. Authorities rejected her initial brand name, American Riviera Orchard, due to its geographical connotation and similarity to existing products. THE NEW VENTURE Food giant Harry & David objected on the grounds that it was too similar to their Royal Riviera line of pears, according to IMDB .
Mark Kolski, who operates a vintage clothing company named As Ever in New York since 2017, expressed his concerns over Markle’s new venture. He stated, “I want to say thank you to all the old friends who know and love our small family brand As Ever. This new venture has the power and money of Netflix behind it,” indicating that he feels overshadowed by Markle’s high-profile launch.
MEGHAN MARKLE’S BRAND DEBUT Adding to the controversy, the Spanish village of Porreres is threatening legal action against Markle for allegedly copying their traditional coat of arms in her branding. This coat of arms dates back to 1370 and features two birds flanking a palm tree—elements that appear in Markle’s As Ever logo. The stakes are high as Markle prepares for her brand’s debut alongside Netflix.
Her products will be available online and at standalone stores in Dallas and Philadelphia. BRAND LAUNCH However, without a clear path for her clothing line under As Ever , she may need to consider alternative branding strategies. Meghan Markle’s entrepreneurial aspirations face significant hurdles as she navigates trademark complications and potential legal challenges.
As she gears up for her lifestyle brand launch, it remains to be seen how she will adapt her strategy amidst these setbacks. DO YOU THINK MEGHAN SHOULD CHOOSE A DIFFERENT NAME FOR HER CLOTHING LINE? Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1 . Subscribe to The South African website’s newsletters and follow us on WhatsApp , Facebook , X and Bluesky for the latest news.
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