A vintage clothing brand started in 2015 that bears the same name as Meghan Markle's newly announced lifestyle brand, As Ever, has made its stance clear after the furore that followed the duchess's latest move.
The Duchess of Sussex took to her official Instagram account on Tuesday to post a new video and announce that she has renamed her brand, first called American Riviera Orchard (ARO), to As Ever and added it will be handled by Netflix.
But Meghan's announcement was met with backlash from several people, who criticised her on yet another name change, as well as the fact that her brand's logo looks similar to a Spanish flag, while they pointed out that there is already a small business called As Ever, based in New York.
Following the backlash, the family-run business, which specialises in "restructured vintage, small quantity pieces and unique one of a kinds", took to their social media to break their silence on the latest media storm.
The brand, run by couple Mark Kolski and Astrid Dahl, said in a post: "Wow and Hello,
"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."
The post, written by Mr Kolksi, detailed how the brand started all the way back in 2015 and how it officially launched in 2017, adding that the couple are "grateful to still be here" making clothing in New York and New Jersey.
It also gave a subtle warning to the duchess that despite the latest update, they will carry on promoting the legacy of their brand.
It read: "We are grateful for all the customers coast to coast and world wide that have supported our venture.
"We will continue As Ever, Mark Kolski."
Users took to social media to support the business, with one writing on X: "Meghan Markle is disliked because of things like this. Forcing a small business to fight for their name is nasty."
Another one agreed: "This is awful to do that to this small business."
A third one said: "Wow that’s rich."
A fourth one commented: "That’s truly terrible. As a small business owner you put everything you have into it. Emotionally, mentally and physically. What is she thinking."
In her video on Tuesday, Meghan explained how she came up with the name of As Ever, for her brand, saying: "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."
She added: "This is what I do, and I haven't been able to share it with you in the same way for the past few years but now I can."
