Will the real Slim Shady please stand up?
Eminem sues Australian beach brand, known as Swim Shady, for trademark infringement.
The Lose Yourself rapper, real name Marshall Mathers III, is known for his alter ego, Slim Shady. And on September 29, the artists filed their petition against Swim Shady with the US Patent and Trademark Office, according to The Post.
In the filing, Eminem, 53, argued that due to an alleged “likelihood of confusion” between the brand name and the musician’s goods and services, he would suffer “damage and injury” if Swim Shady was permitted to keep the trademark.
The rapper claims that the name of the Sydney-based company, which sells beach essentials like umbrellas, shades, bags, towels, and swim shorts, falsely suggests he’s associated with it. The musician also claims that his trademark in Australia has been infringed by Swim Shady.
“Swim Shady is a grassroots Australian company that was born… to protect people from the harsh Australian sun,” the brand’s founder said in a statement.
The statement continued, adding, “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.”
The company’s name was registered in September 2023, according to Australia’s business regulator, having originally launched under the name Slim Shade. It officially launched in 2024. PEOPLE confirmed that Eminem’s legal team argued against the brand’s trademark in Australia in 2024, and the founder, Scott, said that they will fight against these claims.
Earlier this year, the brand filed a trademark in the US for the term Swim Shady, which was granted. And shortly after, Eminem’s team filed a petition to cancel said trademark.
Court documents do show that Eminem trademarked the name Slim Shady in the US in 1999 with the release of the eponymous album. However, he only filed a trademark for the Slim Shady name in Australia in January 2025.
This isn’t the only trademark battle Eminem is in, however, as he’s currently against Real Housewives of Potomac stars Gizelle Bryant and Robyn Dixon over the name of their podcast, Reasonably Shady, which launched in 2021.
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