Before settling on ‘As Ever,’ Meghan initially attempted to trademark ‘American Riviera Orchard,’ but USPTO rejected the name on the grounds that trademarks cannot include geographic locations. Additionally, food company Harry & David opposed the application, arguing that it was too similar to their Royal Riviera pear brand.

Meghan later explained on Instagram that “American Riviera” refers to Santa Barbara, California, where she and Prince Harry reside in a $14.5 million home alongside high-profile neighbors like Oprah Winfrey, Kevin Costner, and Katy Perry. She shared that she had initially thought the name was ideal but ultimately found it too limiting, as it restricted her brand to products manufactured and grown in the region.

When Meghan officially launched ‘As Ever’ earlier this week, controversy quickly followed. Mark Kolski, who has operated a vintage clothing business under the same name in New York since 2017, responded to the news by expressing appreciation for the support of his long-time customers.

He acknowledged that he never pursued a trademark for ‘As Ever,’ as his company is a small, family-run business. He remarked on the significant power and financial backing that Meghan’s venture has through Netflix.

Further legal troubles have emerged from Spain, where officials in the village of Porreres, Mallorca, are considering legal action, claiming Meghan’s logo closely resembles their traditional coat of arms, which dates back to 1370. The ‘As Ever’ logo features a palm tree with two hummingbirds on either side, a design similar to the town’s emblem, which also depicts two birds flanking a palm.

Prince Harry has previously shared that he saw a hummingbird following the passing of Queen Elizabeth.

ASEVER, the Chinese fashion company at the center of the trademark dispute, has not responded to multiple requests for comment.