Eminem Battles Australian Brand Over Trademark

Eminem is taking legal action against Australian beach brand Swim Shady, claiming their name is too similar to his iconic alter ego, Slim Shady.

The 51-year-old rapper, whose real name is Marshall B Mathers III, filed a petition to cancel Swim Shady’s US trademark shortly after it was approved by the United States Patent and Trademark Office (USPTO) in September.

Eminem’s petition argues that Swim Shady’s name coudl confuse consumers and falsely imply an endorsement or affiliation with the rapper. The Sydney-based company sells sun protection umbrellas, swim bags, towels, and shorts.

He also alleges trademark infringement in Australia, where Swim Shady launched in December 2023.Eminem’s legal team formally opposed the company’s Australian trademark in October 2024.

Swim Shady’s owner, Jeremy Scott, confirmed the lawsuit to Guardian Australia, stating the company intends to defend its brand.

“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.