Celebrities
Meghan's 'As Ever' Brand Hits Trademark Snag
Meghan Markle's "As Ever" Brand Faces Trademark Troubles, Clothing Line Blocked.
Meghan Markle's highly anticipated lifestyle brand, initially dubbed "As Ever," has hit a significant snag, with the United States Patent and Trademark Office (USPTO) blocking the sale of clothing under that name. This setback comes as the Duchess of Sussex prepares to launch her new Netflix series, "With Love, Meghan," and associated product line. The trademark issue, coupled with previous branding challenges, underscores the complexities of building a global brand.
The "As Ever" name, intended to represent a range of products from homeware to food items, ran into trouble due to its similarity to ASEVER, a Chinese fast-fashion company based in Shenzhen. ASEVER, a supplier to major high street retailers, already holds rights to the name in the clothing category. Documents obtained by the Mail on Sunday reveal that Meghan's legal team, having filed a trademark application with the USPTO in October 2022 for a broad range of "As Ever" products, including clothing, aprons, jams, and even dog biscuits, received a 145-page "partial rejection" in July 2023.
The USPTO's rejection specifically cited the clothing category (Class 25), stating that the "marks are identical in sound and virtually identical in appearance and are thus confusingly similar for the purposes of determining likelihood of confusion." This effectively barred Markle from using the "As Ever" name for any clothing items. The USPTO paperwork explicitly stated, "Registration of the applied-for mark is refused because of a likelihood of confusion."
Faced with this rejection, Markle's legal team revised the application in January 2024, removing all mentions of clothing. The revised application, focusing on non-clothing items, was subsequently approved. A Los Angeles trademark lawyer commented on the situation, stating that if Markle were to proceed with selling clothing under the "As Ever" brand, she would risk legal action from ASEVER.
This isn't the first trademark hurdle Markle has encountered in her brand-building efforts. The initial name for her brand, "American Riviera Orchard," was also rejected by the USPTO. The reason for this rejection was the prohibition against trademarking geographical areas. Furthermore, food giant Harry & David objected to the "American Riviera Orchard" name, arguing that it was too similar to their "Royal Riviera" line of pears.
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Meghan Markle's "As Ever" Brand Faces Trademark Troubles, Clothing Line Blocked.
Meghan Markle's highly anticipated lifestyle brand, initially dubbed "As Ever," has hit a significant snag, with the United States Patent and Trademark Office (USPTO) blocking the sale of clothing under that name. This setback comes as the Duchess of Sussex prepares to launch her new Netflix series, "With Love, Meghan," and associated product line. The trademark issue, coupled with previous branding challenges, underscores the complexities of building a global brand.
The "As Ever" name, intended to represent a range of products from homeware to food items, ran into trouble due to its similarity to ASEVER, a Chinese fast-fashion company based in Shenzhen. ASEVER, a supplier to major high street retailers, already holds rights to the name in the clothing category. Documents obtained by the Mail on Sunday reveal that Meghan's legal team, having filed a trademark application with the USPTO in October 2022 for a broad range of "As Ever" products, including clothing, aprons, jams, and even dog biscuits, received a 145-page "partial rejection" in July 2023.
The USPTO's rejection specifically cited the clothing category (Class 25), stating that the "marks are identical in sound and virtually identical in appearance and are thus confusingly similar for the purposes of determining likelihood of confusion." This effectively barred Markle from using the "As Ever" name for any clothing items. The USPTO paperwork explicitly stated, "Registration of the applied-for mark is refused because of a likelihood of confusion."
Faced with this rejection, Markle's legal team revised the application in January 2024, removing all mentions of clothing. The revised application, focusing on non-clothing items, was subsequently approved. A Los Angeles trademark lawyer commented on the situation, stating that if Markle were to proceed with selling clothing under the "As Ever" brand, she would risk legal action from ASEVER.
This isn't the first trademark hurdle Markle has encountered in her brand-building efforts. The initial name for her brand, "American Riviera Orchard," was also rejected by the USPTO. The reason for this rejection was the prohibition against trademarking geographical areas. Furthermore, food giant Harry & David objected to the "American Riviera Orchard" name, arguing that it was too similar to their "Royal Riviera" line of pears.
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