Meghan Markle’s Upcoming Lifestyle Brand As Ever Is Reportedly Banned From Selling These Types of Products

Meghan Markle’s road to a strong lifestyle brand has been rocky, to put it lightly. The brand, which started out as American Riviera Orchard, was fraught with paperwork and trademark issues that seemingly led to a rebrand: to her new brand, now called As Ever. However, As Ever just hit a major bump in the road as well.

The DailyMail revealed documents from the US Patent and Trademark Office (USPTO), showing that Meghan, the Duchess of Sussex, wanted to sell a bunch of products under her brand As Ever such as jams, dog biscuits, kitchen items, and clothing, specifically aprons. However, she’s banned from doing so.

Per the outlet, the USPTO issued a 145-page partial rejection of her trademark application, saying she can’t sell clothing because her company’s name was too similar to another brand’s.

Her brand name, As Ever, is too similar to the Chinese fast fashion brand ASEVER, so it seems Meghan won’t be able to sell aprons or any other types of clothing, with the USPTO noting, “Registration of the applied-for mark is refused because of a likelihood of confusion.”

However, her legal team removed any clothing items, making her brand fully approved for trademarks. However, don’t expect any types of clothing from her long-awaited lifestyle brand!

In case you missed it, earlier this week, Meghan announced the rebrand on her Instagram account @meghan, saying, “Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix launches — but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into.”

She added, “‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love… As ever, Meghan.”