<p><span style="font-weight: 400;">Former working royal Meghan Markle has announced that she’s rebranding her lifestyle company before hard launching a single product.</span></p>
<p><span style="font-weight: 400;">The Duchess of Sussex shared the news via Instagram with a post revealing the new name just a few weeks before her Netflix series premieres. </span></p>
<p><span style="font-weight: 400;">The brand launch started last March when Markle introduced the idea of “American Riviera Orchard,” which, as far as anyone could tell, sold some homemade preserves. There were photos that showed celebrities receiving samples from a limited batch, but nothing beyond that besides a website collecting email addresses – until now.</span></p>
<p><span style="font-weight: 400;">In the video launch of the newly branded “As Ever,” the former royal explains that she chose a name that made more sense. However, multiple outlets are <a href="https://nypost.com/2025/02/18/entertainment/meghan-markle-renames-lifestyle-brand-american-riviera-orchard-to-as-ever-after-trademark-woes/">reporting</a> that Markle could not get the name America Riviera Orchard trademarked, eventually leading to the shift.</span></p>
<p>And then things got even more complicated. Since the brand launch, the owner of the United States-based clothing brand &#8220;As Ever,&#8221; which he says has been in business since 2015, posted on social media about the newfound attention. He assured customers that he has no affiliation with the Duchess of Sussex.</p>
<p class="mol-para-with-font">Designer Mark Kolski wrote in a <a href="https://www.instagram.com/p/DGO6FWasDQ4/?hl=en">post</a> on Instagram: &#8220;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.&#8221;</p>
<p class="mol-para-with-font">&#8220;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,&#8221; he added.</p>
<p class="mol-para-with-font">&#8220;It&#8217;s 2025. We are grateful to still be here making clothing in New York &amp; New Jersey,&#8221; the post said. &#8220;We are grateful for all the customers coast to coast and world wide that have supported our venture. We will continue As Ever.&#8221;</p>
<p><span style="font-weight: 400;">The Duchess of Sussex shared the news in an outdoor-based video posted to Instagram featuring a brief cameo from her husband, Prince Harry, who can be heard saying, &#8220;It&#8217;s recording,&#8221; before handing her a phone.</span></p>
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<p><span style="font-weight: 400;">&#8220;The cat’s out of the bag,&#8221; Markle says in the clip. &#8220;I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.&#8221;</span></p>
<p><span style="font-weight: 400;">&#8220;Last year, I had thought, &#8216;American Riviera, that sounds like such a great name.&#8217; 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,&#8221; she continued.</span></p>
<p><span style="font-weight: 400;">&#8220;Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called &#8216;As Ever,'&#8221; Markle said.</span></p>
<p><span style="font-weight: 400;">She then explained that the new website is meant to reflect her defunct lifestyle brand, The Tig.</span></p>
<p><span style="font-weight: 400;">&#8220;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,&#8221; Markle went on. &#8220;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.&#8221;</span></p>
<p><span style="font-weight: 400;">&#8220;Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it&#8217;s time to share them with you. So I just can’t wait for you to see it. Thanks, guys!&#8221; she concluded.</span></p>
<p><span style="font-weight: 400;">Comments for the post are disabled. The logo features a palm tree flanked by two hummingbirds, with a photo of Markle and her daughter, Princess Lilibet, debuting on the brand’s website.</span></p>
<p><span style="font-weight: 400;">This announcement comes just before the release of Markle’s Netflix show, “With Love, Meghan,” which is slated to begin streaming on March 4.</span></p>

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Meghan Markle Renames Lifestyle Brand To Same Name As U.S. Clothing Company