Eminem is suing the Australian beach brand Swim Shady for alleged trademark infringement.
The Without Me rapper, real name Marshall Mathers III, has launched legal action against the company, arguing that its name is too similar to his trademarked rap alter ego, Slim Shady.
Eminem’s lawyers 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.
The 53-year-old’s team filed a petition to cancel Swim Shady’s trademark in the U.S. days after it was successfully granted by the United States Patent and Trademark Office (USPTO) in September.
The Lose Yourself hitmaker has also claimed that Swim Shady, which launched as a business in December 2024, has infringed his trademark in Australia. His team filed an opposition to their trademark Down Under in October last year.
Swim Shady’s owner, Jeremy Scott, told The Guardian Australia that his company would fight the legal action.
“Swim Shady is a grassroots Australian company that was born… to protect people from the harsh Australian sun,” Scott said in a joint statement with his partner, Elizabeth Afrakoff.
“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.”
According to the publication, Eminem only filed to trademark Slim Shady in Australia in January this year, although he already held trademarks for Shady and Shady Limited. 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.
Eminem has been associated with the Slim Shady moniker since the late ’90s, when he released The Slim Shady LP. However, he appeared to kill off his alter ego with his most recent album, The Death of Slim Shady (Coup de Grâce).
