Meghan Markle and Prince Harry to launch charity with baffling Greek-based name Archewell
HARRY and Meghan are launching a new charity with a baffling Greek-based name.
The Duke and Duchess of Sussex say Archewell derives from the ancient word arche — or “source of action” — which also inspired the name of 11-month-old son Archie.
Arche appeared more than 2,500 years ago and was defined by philosopher Aristotle in a fourth century BC treatise.
Yet, online critics said punters would not understand it — and it would be a better fit for a foot cream, dog food or City hedge fund.
One wrote: “Archewell is just a really terrible name. It doesn’t make sense.
“Are any branding and PR people actually giving advice or being listened to?”
Harry and Meghan, who stepped down as senior royals to live in Los Angeles, used a Hollywood lawyer to register and trademark Archewell in the US.
It will replace their Sussex Royal brand.
Patent Office documents detail trademarks covering products including clothing, TV shows and even paper clips and calendars.
The charity will be officially launched after the coronavirus crisis.
But tonight there was anger over the timing of the statement.
Royal expert Phil Dampier said: “It is highly inappropriate coming only hours after Boris was taken into intensive care.
"I’m sure their motives are genuine but more care could have been taken.”
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TV’s Piers Morgan tweeted: “Total number of f***s the public give about these two announcing their ‘plans’ from Hollywood right now: 0.”
There was further anger when it emerged the company behind the charity is based in Delaware, seen by many Americans as a domestic tax haven.
Meanwhile, a German clothes retailer snapped up the rights to Archewell in the EU yesterday for 850 euros.
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