The clothing company with the same name as Meghan Markle’s lifestyle brand has broken its silence in a post on Instagram.
As Ever, which makes clothing in New York and New Jersey, said they were ‘not affiliated to the Duchess of Sussex‘s project and thanked everyone for their concern about their ‘namesake brand’.
It comes as Meghan teased the launch date for her own ‘As Ever’ project and logo in an online post early on Wednesday morning.
In a photo shared on Instagram, she can be seen drizzling honey over a croissant. Champagne, a jar of jam and a bowl of fruit are also laid out on the table.
Meghan’s relaunch of her lifestyle brand this week comes after she ran into trademark problems with her initial project American Riviera Orchard.
Now, As Ever, the clothing company, has broken its silence on ‘recent events around our namesake brand’.
Designer Mark Kolski wrote in a post on Instagram: ‘I want to say thank you to all the old friends who know and love our small family brand As Ever, and also say hi to all those that have just become aware we exist.
‘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.’
Meghan Markle teased the launch date for her own ‘As Ever’ project and logo in an cringey online post early on Wednesday morning
In a photo shared on Instagram, Meghan can be seen drizzling honey over a croissant. Champagne, a jar of jam and a bowl of fruit are also laid out on the table
Mr Kolski explained that he first started the venture back in 2015 but became official two years later in 2017.
‘It’s 2025. We are grateful to still be here making clothing in New York & New Jersey, he added.
‘We are grateful for all the customers coast to coast and world wide that have supported our venture.
‘We will continue As Ever.’
It comes as Meghan’s shambolic rebrand also hit a stumbling block yesterday after it triggered a plagiarism row in Spain.
Civic bosses in the sleepy Mallorca village of Porreres are reportedly considering legal action against the Duchess of Sussex, 43.
They have accused her of copying its traditional coat of arms for the logo of her revamped luxury brand, As Ever.
Both images bear a striking similarity to one another: each features a palm tree with two birds hovering on either side of it.
While the town’s coat of arms is splashed with colours – orange and green for the tree and sand, black for the birds, on a white background – Meghan’s logo uses just dark grey and white.
Meghan, hand in hand with her daughter Lilibet, in the cover photo for her new brand’s website – which was swapped in over night
Mayor Francisca Mora told local newspaper Ara Balears the likeness is ‘surreal’, and that the town hall is deciding whether or not to take legal action against the Duchess.
She added: ‘I don’t know if she visited some agritourism sites and saw the coat of arms, because the photo on her website is taken from Mallorca.’
She said the village now ‘feels international’ and hopes this will at least bring it some recognition.
‘I hope many people around the world will become aware that in Mallorca there is an inland town that has this coat of arms,’ Mayor Mora added.
It comes after the rebranding of American Riviera Orchard was branded a ‘total rush’ using ‘recycled’ promos made a year ago.
The relaunch was leaked online at least 24 hours before her Instagram announcement and came just a fortnight before her new lifestyle show with business partner Netflix is broadcast.
One communications veteran said yesterday: ‘You wouldn’t catch Kim Kardashian doing this’, adding the 11th hour name change ‘telegraphed inauthenticity’.
As Ever was launched in a breathless selfie-style video and will sell jam – first trailed by Meghan and her famous friends last year – plus what looks set to be huge homeware and gardening ranges in the US.
Internet sleuths found the As Ever shopify store yesterday and how the picture used was taken last year during the soft promo of American Riviera Orchard, which has been abandoned
The jam that Meghan shared with celebrity pals. Labelled with Meghan’s elegant calligraphy, topped with a delicate ribbon tied in a bow, it was the embodiment of home-made elegance and gourmet luxury that she is desperate for her lifestyle brand to project
There was also a subtle dig at the Royal Family because Meghan told followers she had not been able to share her passion for food and home for ‘years’ until now. She shut her blog The Tig and social media accounts when she fell in love with Prince Harry.
Prior to Meghan’s announcement last night, internet sleuths had already discovered a Shopify website she’d set up for her As Ever products, featuring an unseen picture of the Duchess cooking.
The shot of the Duchess of Sussex using a mixing bowl is believed to have been taken during Meghan’s original American Riviera Orchard (ARO) promo almost a year ago.
She is wearing the same white outfit and appears to be in the same kitchen filmed for the brief teaser trailer filmed when ARO’s existence was revealed last March 14.
It also appears Meghan and her team made a last-minute change about the branding and the previous URL as-ever-store.myshopify.com now takes shoppers to her new website asever.com.
The mixing bowl picture of Meghan was last night replaced by the picture of her holding hands with her daughter Lilibet in the garden of their Montecito mansion as they skip across the lawn.
One branding expert told MailOnline today: ‘It appears to have been a total rush – despite what Meghan says about As Ever going back to 2022.
‘They’ve clearly had to abandon American Riviera Orchard but recycle all the promos due to the trademark dispute. The leak happened yesterday and you have to wonder if her hand was forced’.
Meghan officially rebranded American Riviera Orchard in an Instagram video released from LA overnight – and appears to include a subtle dig at the Royal Family.
The Duchess of Sussex, 43, has renamed her luxury lifestyle brand ‘As Ever’ and launched a website with a cover photo of her holding hands with her daughter Lilibet, three, in the California sunshine.
The local mayor claims civic chiefs are considering legal action against the Duchess of Sussex, after accusing her of copying its coat of arms in the logo for her As Ever rebrand
Spot the difference: Meghan’s logo for her rebranded As Ever luxury firm (left), and the coat of arms for the sleepy Mallorca town of Porreres (right)
The Duchess of Sussex could be facing a legal action after civic bosses in Porreres accused her of ripping off the town’s coat of arms for her new logo
In what the Sussexes will hope will be a new money-spinner, products will include food such as ‘fruit preserves’, as Meghan grandly called them today, adding: ‘I think we’re all clear at this point that jam is my jam’.
American Riviera Orchard emerged last year when Meghan began sending jams in limited edition jars to her most famous friends to share on social media. But ARO, as a brand, hit a wall. Its logo has also gone, replaced with a palm tree and two hummingbirds.
As Ever was launched in a close-up Instagram video in the Sussexes’ Montecito garden where Meghan gave a nod to the trademark row that saw her American Riviera Orchard application refused by the US trademark office. It features a brief cameo from Harry, who tells Meghan, ‘It’s recording’, as he hands her the phone.
‘Last year, I had thought, ‘American Riviera’, that sounds like such a great name. It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area’, she said.
And in words that some have taken as a dig at the royals and the sacrifices Meghan felt she made when she fell in love with her husband, Meghan said she had not been able to share her passion for food and home for ‘years’ after she shut her lifestyle blog The Tig.
‘As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening — this is what I do,’ she said.
‘And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first’.
Trademark applications uncovered by MailOnline suggest that As Ever will also sell textiles such as tablecloths and napkins, skincare and haircare products and throws, blankets, bedspreads and household scents such as candles and reed diffusers.
There will also be gardening trowels, spades and pruning shears and inside the home there will be cutlery, knives and tableware.
