Meghan Markle’s latest business venture, As Ever, has hit a legal roadblock as the brand has been barred from selling clothing due to a trademark dispute, reports DailyMail. The U.S. Patent and Trademark Office (USPTO) ruled that As Ever was too similar to ASEVER, a Chinese fashion retailer that supplies major brands like H&M.
The Duchess of Sussex initially filed for the trademark in October 2022, intending to sell a variety of products, including apparel, aprons, jams, and dog treats. However, in July 2023, officials partially rejected the application, stating that the name’s similarity to ASEVER could cause consumer confusion. In response, Meghan’s legal team revised the application in January 2024, removing clothing from the brand’s product lineup, which led to official approval for the trademark.
This trademark hurdle is the latest challenge in Meghan’s brand-building efforts. Her initial brand name, American Riviera Orchard, was also rejected due to its reference to a geographic location. Additionally, food company Harry & David opposed the name, citing its similarity to their Royal Riviera brand.
Despite these obstacles, As Ever is moving forward and is set to launch in partnership with Netflix, aligning with her upcoming lifestyle series, With Love, Meghan, which premieres on March 4. However, a trademark expert has warned that if Meghan attempts to sell clothing under the As Ever name in the future, she could face legal action.
Amid criticism, former BBC royal correspondent Jennie Bond defended Meghan, stating that business setbacks are common and that her recent announcement video simply reflected the realities of entrepreneurship rather than being a slight against the royal family.
COMMENTS
Comments are moderated and generally will be posted if they are on-topic and not abusive.
For more information, please see our Comments FAQ