Meghan Markle’s Lifestyle Brand Rebranded: Navigating Identity with Existing Labels
A New Chapter for Markle’s Brand
Meghan Markle has made headlines once again by updating the name of her lifestyle brand from American Riviera Orchard to As Ever, a move she shared through a video on her Instagram account on February 17. The Duchess of Sussex, aged 43, featured in the clip recorded by her husband, Prince Harry, while casually dressed in jeans and a crisp white shirt against a picturesque garden backdrop.
Clash with an Existing Vintage Clothing Brand
This rebranding initiative brings about complications as As Ever is already associated with a vintage clothing business operating out of New York and New Jersey since its founding in 2017. The founder of this established company, Mark Kolski, responded promptly via Instagram the day following Meghan’s announcement.
“Greetings! I must express my surprise,” Kolski remarked in his statement. “We’re aware that our brand shares its name with Meghan’s rebranded venture. However, it’s important to clarify that we are entirely independent entities.”
Origin Story and Heritage
Kolski elaborated on his brand’s journey which began back in 2015 when he transformed vintage military garments into stylish tanker pants designed specifically for his wife. After two years of dedication and innovation, he officially launched As Ever.
“It’s now 2025,” Kolski stated proudly. “We feel fortunate to continue our clothing production here across New York and New Jersey. To all our supporters from coast to coast and around the globe—thank you! We are committed to maintaining the essence of As Ever.”
Social Media Dynamics: Followers Take Note
As per reports gathered by Us Weekly on February 19th, Kolski’s enterprise boasts approximately 10,600 followers under the handle @asevernyc at that time while Markle’s new venture has surged ahead significantly with around 640,000 followers using @aseverofficial.
Kolski further utilized social media platforms to share supportive comments from their clientele amidst this transition. One follower expressed humorously through their story: “Just another royally scandalous Tuesday.” Another customer shared their heartfelt affection stating that @asevernyc holds an irreplaceable place within their heart.
Meghan’s Response Still Pending
At present moment there hasn’t been any official response from Meghan regarding Kolski’s remarks or clarification but she had previously indicated it was time for reinvention following Netflix joining her streams as partners—not only for content creation but also within her commercial endeavors.
Symbolism Behind the Logo
In conjunction with this renaming exercise came an updated logo featuring elements such as palm trees along with two hummingbirds which holds personal significance for Prince Harry. In his memoir “Spare,” released earlier this year in January 2023, he reflected on meaningful encounters involving hummingbirds after Queen Elizabeth II passed away—a sudden visit they made inside their home left him pondering whether these little creatures were bearing messages from beyond according cultural beliefs attributing spiritual meanings to them.
This dynamic mix of nostalgia combined seamlessly into contemporary branding raises questions regarding identity policies within rapidly evolving markets especially considering existing namesakes like As Ever still serving devoted customer bases both digitally and physically along diverse timelines.