[KENNEDY FELTON]
THE DUCHESS OF SUSSEX IS REBRANDING HER LIFESTYLE COMPANY…FORMALLY KNOWN AS American Riviera Orchard TO “AS EVER.”
IN AN INSTAGRAM VIDEO MONDAY… MEGHAN MARKLE ANNOUNCED THE BRAND… SAYING SHE’S EXCITED TO SHARE HER PASSIONS FOR THINGS LIKE GARDENING AND COOKING THROUGH THE NEW PLATFORM.
MARKLE ALSO MENTIONS SHE SECURED THE NAME “AS EVER” BACK IN 2022 AND HAS BEEN WAITING TO SHARE THE NEWS PUBLICLY.
BUT THE REBRAND IS SPARKING CONTROVERSY… BECAUSE OF A SMALL CLOTHING BRAND IN NEW YORK CITY ALSO CALLED “AS EVER.”
IN AN INSTAGRAM POST – THE CLOTHING BRAND SHARED A STATEMENT SAYING IN PART – “In the last 36 hours there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated.”
THE STATEMENT GOES ON TO SAY “AS EVER” BECAME OFFICIAL IN 2017 WITH MANUFACTURING.
MARK KOLSKI – THE OWNER OF “AS EVER” NEW YORK CITY – TOLD THE SUN… HE DOES NOT OWN THE TRADEMARK BUT HAS NO PLANS TO CHANGE THE NAME. SINCE HE’S BEEN SELLING CLOTHES SINCE 2017… HE BELIEVES HE HAS COMMON LAW RIGHTS TO REMAIN IN BUSINESS. KOLSKI ALSO SAYS MARKLE’S BUSINESS HAS THE POWER AND MONEY OF NETFLIX BEHIND IT… AND HE DOES NOT HAVE THE RESOURCES OR LEGAL TEAM TO CHALLENGE THE SITUATION.
AT THE BEGINNING OF THE YEAR – MARKLE REJOINED INSTAGRAM SHORTLY BEFORE ANNOUNCING HER NEW LIFESTYLE NETFLIX SERIES CALLED “WITH LOVE MEGHAN.” IT WAS ORIGINALLY SLATED TO LAUNCH JANUARY 15-TH.. BUT WAS PUSHED TO MARCH 4-TH DUE TO THE WILDFIRES IN SOUTHERN CALIFORNIA.
SHORTLY AFTER MARKLE ANNOUNCED THE REBRAND OF “AS EVER” THIS WEEK… USERS POINTED OUT THAT THE BRAND’S LOGO – FEATURING A PALM TREE AND HUMMINGBIRDS – RESEMBLES THE COAT OF ARMS OF PORRERES… A SMALL TOWN IN SPAIN.
AN INSIDER TELLS PEOPLE MAGAZINE THE EMBLEM WAS DESIGNED TO BE PERSONAL – ADDING “As part of the process, comprehensive global searches of registered trademarks were conducted.”
PRINCE HARRY MENTIONED HUMMINGBIRDS IN HIS 2023 MEMOIR… RECALLING HOW HE FOUND ONE IN HIS HOME AFTER HIS GRANDMOTHER – QUEEN ELIZABETH – PASSED AWAY… MAKING THE BIRD A SYMBOLIC SPIRIT FOR THE COUPLE.
THIS ISN’T THE FIRST TIME MARKLE’S BRANDING HAS FACED HURDLES. JUST IN 2023 – HER INITIAL TRADEMARK APPLICATION FOR AMERICAN RIVIERA ORCHARD WAS PARTIALLY DENIED BY THE US PATENT AND TRADEMARK OFFICE… SAYING BUSINESSES ARE NOT ALLOWED TO TRADEMARK GEOGRAPHIC LOCATIONS ACCORDING TO DAILY MAIL.