A small clothing company, As Ever, has recently addressed the decision made by Meghan Markle to use the same name for her lifestyle brand. The Duchess of Sussex, aged 43, announced the renaming of her brand, previously known as American Riviera Orchard, to As Ever in a video shared on her Instagram account on February 17th.
However, it turns out that the name As Ever already belongs to a vintage clothing company based in New York and New Jersey, established in 2017. Mark Kolski, the founder of this company, expressed his surprise and greetings in a statement posted on Instagram the day after Meghan’s announcement.
Kolski thanked longtime supporters of their brand while also acknowledging the newfound awareness among those who just discovered them. He clarified that despite recent events surrounding their namesake brand, they are not affiliated with the Duchess of Sussex. Their brand’s origins date back to 2015 when Kolski began creating unique clothing pieces for his wife using vintage military attire, officially launching the company in 2017.
As of the latest update, Kolski’s brand, known by the Instagram handle @asevernyc, has garnered 10,600 followers, while Meghan’s brand, using the handle @aseverofficial, boasts a follower count of 640,000. Additionally, Kolski’s company has reshared messages of support from customers on their Instagram Stories, showcasing the positive sentiments towards their brand.
While Kolski’s brand has openly addressed the situation, Meghan is yet to respond to his statement. In her Instagram video, she mentioned changing the brand’s name with the involvement of Netflix, both as a partner in her show and in her business. Moreover, she introduced a new logo featuring a palm tree and two hummingbirds, believed to symbolize her husband, Prince Harry.
The significance of the hummingbird was highlighted in Prince Harry’s 2023 memoir, “Spare,” where he discussed the bird’s spiritual connotations after the passing of Queen Elizabeth II. This excerpt signifies the personal connection and meaning behind the logo choice for Meghan’s rebranded lifestyle brand, As Ever.
As the story unfolds between Meghan Markle and As Ever, the fashion world watches with anticipation to see how these intertwined narratives will continue to evolve. The tale of two brands sharing a name brings attention to the complexities of branding and the unexpected intersections in the fashion industry.