After logo, Meghan Markle gets accused of copying brand name
What's the story
Meghan Markle, the Duchess of Sussex, recently launched her new lifestyle brand called As Ever.
The announcement was made on Instagram where she described the brand as a reflection of her passions including food, horticulture, entertaining, thoughtful living, and finding joy in everyday life.
However, the revelation has been criticized for having the same name as a pre-existing New York-based clothing brand.
Brand response
'As Ever' clothing brand responded to Markle's announcement
After Markle's announcement, the clothing brand As Ever released a statement. Co-founder Mark Kolski thanked everyone for the support and clarified that they are not associated with Markle's new venture.
During a conversation with Daily Mail, he claimed to have learned about it from a friend and revealed that he was seeking legal advice.
The clothing brand was founded in 2017, years before the Duchess's lifestyle brand.
Online backlash
Social media users criticized Markle over brand name
The Duchess's brand name choice has triggered a storm of criticism on social media. Users accused her of stealing the name from the already-established clothing brand.
"Meghan Markle stole their name! She never did a business search?" one user questioned, while another said, "Meghan Markle took the same name as an already trademarked established clothing store... As Ever. They didn't steal her brand. She tried to snatch theirs."
Brand History
Kolski shared his brand's history and expressed concerns
Kolski also took to Instagram to share the history of his brand, which began as a hobby in 2015 when he reworked vintage military clothing.
He expressed feelings of powerlessness in response to Markle's venture, saying, "I'm a very small business...This new venture has the power and money of Netflix behind it."
Although he doesn't own a trademark for As Ever, he asserts that common law grants the right to sell clothing under this name.
Brand defense
Earlier, Markle faced plagiarism allegations regarding her brand logo
Earlier, Markle had explained her choice of brand name in a video on Instagram. She explained that "As Ever" means "as it's always been" and is a reflection of her long-standing love for cooking, crafting, and gardening.
"This is what I do," she stated.
Meanwhile, even the logo for As Ever had come under scrutiny for being too similar to a Spanish coat of arms.