The Real Slim Shady has stood up – legally – filing a lawsuit against a Sydney-based brand that he claims has borrowed too closely from his iconic rap alter ego.
Photo: Sebastian Vital
US rap icon Eminem has launched legal action against Sydney-based beach brand “Swim Shady”, alleging the company’s name is too similar to his trademarked alter ego, Slim Shady.
Just days after the United States Patent and Trademark Office (USPTO) granted it in September, the 53-year-old rapper’s legal team filed a petition to cancel Swim Shady’s US trademark.
In the legal filing, Eminem’s lawyers argued that the company’s name creates a “false association” with the rapper, potentially confusing the public about any links to the Australian business.
Swim Shady, which sells portable beach umbrellas, swim bags, towels, and shorts, originally launched as Slim Shade in 2023 but rebranded ahead of its official December 2024 debut, according to the BBC.
Earlier this year, the company successfully secured a US trademark for the name, prompting Eminem’s legal team to file a petition seeking its cancellation.
The rapper, born Marshall B. Mathers III, has also claimed that Swim Shady infringes on his Slim Shady trademark in Australia.
While he previously held trademarks for Shady and Shady Limited, Eminem didn’t own the Slim Shady trademark Down Under and only filed for it in Australia in January 2025.
This comes despite court documents showing that the iconic rapper first trademarked “Slim Shady” in the US back in 1999, alongside the release of his breakthrough album The Slim Shady LP, which featured hits such as Guilty Conscience and Role Model.
Swim Shady’s owner, Jeremy Scott, confirmed the legal dispute to Guardian Australia, where he emphasised that the company intends and is prepared to defend its intellectual property.
“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 Guardian, Swim Shady has responded by filing non-use applications against Eminem’s Shady and Shady Limited trademarks in Australia, claiming the rapper has not consistently used them.
Swim Shady now has until 28 November to respond to Eminem and his legal team’s petition.
