US rapper Eminem has taken legal action against Australian beachwear company Swim Shady, claiming the brand’s name is too similar to his trademarked rap alias, Slim Shady.
In September, Eminem, whose real name is Marshall B. Mathers III, filed a petition with the US Patent and Trademark Office seeking to cancel the trademark granted to the Sydney-based company. Under US law, Swim Shady must respond to the petition by next week.
Eminem’s legal team argues that the brand’s name creates a “false association” with the 53-year-old rapper, whose career took off with the release of The Real Slim Shady in 2000. Slim Shady has been trademarked in the US since 1999, and Eminem filed for an Australian trademark in January 2025.
Swim Shady, which sells beach umbrellas, swim bags, and other beach accessories, said in a statement that it would “defend our valuable intellectual property.” The company, originally named Slim Shade, was registered with Australia’s business regulator in September 2023 and officially launched in 2024.
Earlier this year, Swim Shady filed a US trademark for its name, prompting Eminem’s legal team to seek its cancellation. Eminem has also filed an opposition to the brand’s name in Australia.
“Swim Shady is a grassroots Australian company born out of a desire to produce stylish and effective sun protection products,” the company said, adding it could not comment further due to ongoing legal proceedings.
The case comes amid heightened awareness of celebrity trademark disputes. Last year, an Australian court overturned a ruling against US pop star Katy Perry, who was accused by Australian designer Katie Perry of infringing her trademark during Perry’s 2014 Australian tour.
Swim Shady is represented by Sydney-based intellectual property firm Meyer West IP. Eminem’s lawyers maintain that the Slim Shady name is “distinctive and famous” and exclusively linked to his rap career.
