Taking action against an alleged trademark infringement, Eminem is suing the Australian beach brand Swim Shady.
Arguing that its name is too similar to his trademarked rap alter ego, Slim Shady, the superstar rapper/writer has launched legal action against the company.
Eminem’s legal team have accused the owners of the Sydney brand of confusing consumers by creating a “false association” between the rap superstar and their products, which include beach umbrellas, swim bags, towels and other beach accessories. Days after it was successfully granted by the United States Patent and Trademark Office (USPTO) in September, the musician’s attorneys have filed a petition to cancel Swim Shady’s trademark in the United States.
Born Marshall Mathers, the hitmaker also claimed that Swim Shady, which launched as a business in December 2024, has infringed his trademark in Australia, and his team filed an opposition to their trademark Down Under in October of 2024.
In a joint statement with his partner, Elizabeth Afrakoff, Swim Shady’s owner, Jeremy Scott, told The Guardian Australia that his company would fight the legal action, adding “Swim Shady is a grassroots Australian company that was born… to protect people from the harsh Australian sun.” “We will defend our valuable intellectual property…. Given the matters are before the court, we do not propose to say any more at this time.”
Although the 53-year old musician already held trademarks for Shady and Shady Limited, according to the publication, Eminem only filed to trademark Slim Shady in Australia in January of 2025, and the beach brand’s team have since filed non-use applications against the latter two trademarks in Australia, insisting that they are not consistently used.
Since the late ’90s, when he released The Slim Shady LP, Eminem has been associated with the Slim Shady moniker, though he appeared to kill off his alter ego with his most recent album, The Death of Slim Shady (Coup de Grâce).
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Author: Al Denté
Photo: Leticia Lima