Meghan Markle seemed to think she could quietly transition from royal responsibilities to a serene lifestyle guru, embracing a vision that leaned into curated charm and domestic bliss. But the original "As Ever" brand out of New York had other plans.
They released what might be the most sublimely passive-aggressive fashion statement of the year: the As Ever Jams T02. Yes, it’s every bit as shady as it sounds—possibly the most stylish act of trolling since memes became a cultural currency. Earlier in the year, Meghan introduced her new lifestyle brand, complete with a soothing pastel palette, perfectly curated content, and a name that practically announced she had a branding team with a mission. But there was just one issue—the name "As Ever" was already in use by an established New York clothing label since 2015. What did the founder, Mark Kulski, do when Meghan rolled in with her rebranding dreams? No lawsuits, no public complaints. He simply noted, “We are aware. We are not affiliated.” Cool, composed, and quietly brilliant. Then he waited.
Two months later, the original As Ever brand dropped the Jams T-shirt for $45. Now, they've returned with the T02, and it's layered in irony thicker than Meghan’s raspberry preserves sliding off a gluten-free scone. The shirt itself is understated—soft white cotton, adorned with a delicate pink flower entwined in a dark, claw-like stem. The text reads “As Ever Jams” in a subtle, whispery font. Officially, it’s a nod to their Spotify playlist—not Meghan’s jars of fruit spread. Totally unrelated, of course.
But make no mistake, this isn’t just a T-shirt—it’s weaponized fashion. Meghan can’t even clap back, because her attempt to trademark "As Ever" for clothing hit a legal brick wall—a pre-existing Chinese trademark blocked her path. No trademark means no grounds for a takedown. And just like that, the trolling reaches grandmaster level.
This shirt doesn’t just toe the line—it dances over it in designer sneakers while sipping artisanal kombucha. It references jam without being about jam. The brand calls it a “bootleg concert tee,” a tongue-in-cheek swipe with the elegance of a Shakespearean barb. “Oh, this? No shade—just a tribute to our playlist that, incidentally, predates your trademark filing.” Just a coincidence, right?
Meanwhile, Meghan is selling raspberry preserves, crêpe mix, shortbread, and floury sprinkles. The New York-based As Ever is out here selling sleek fashion with a side of sarcasm, all printed with sustainable algae ink. The real kicker? Their Spotify playlist called “As Ever Jams” existed before Meghan’s legal filings. Legally, ethically, spiritually—Mark Kulski’s move is flawless. The only thing leaking is Meghan’s fruit spread.
This is how you throw shade with silkscreened cotton. This is how you win a branding war without breaking a sweat. Meghan tried to take the name “As Ever,” but New York’s version just turned her brand ambitions into a case study in marketing jiu-jitsu. And honestly? At least someone’s making real profit from her jam.
Would you like a version of this styled more formally or in a shorter format?
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