As ever fail-bigger than it seems

Meg has terrible business sense and worse luck. One thing to point out- As Ever may have a small website but it has done multiple collaborations with Madewell (owned by J Crew) and madewell has revenue in the 500M-1b range. Not a tiny or not relevant brand footprint. Something anyone researching the trademark would have uncovered.

There is a full section of the madewell site highlighting the collaboration.

https://www.madewell.com/inspo-style-styling-tips-behind-the-design-meet-reworked-vintage-expert-mark-kolski-of-as-ever-021018.html