Eminem Launches Legal Action Over Australian Firm Swim Shady

Eminem has taken legal action against the Australian beachwear label Swim Shady, claiming the brand has violated his trademark.

The Without Me performer, whose real name is Marshall Mathers III, has argued that the company’s name is too close to his well known rap persona, Slim Shady, which he has officially registered.

His legal representatives have accused the Sydney business of misleading buyers by creating a “false association” between the iconic rapper and their merchandise, which includes umbrellas for the beach, swim bags, towels and other seaside gear.

The 53 year old artist’s team submitted a request to cancel Swim Shady’s trademark in the United States only days after it was approved by the United States Patent and Trademark Office (USPTO) in September.

The Lose Yourself star has also said that Swim Shady, which began operating in December 2024, violated his rights in Australia. His team filed a challenge to their trademark there in October of last year.

Swim Shady’s owner, Jeremy Scott, told The Guardian Australia that his company intends to contest the claims.

“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.”

The report notes that Eminem only applied to trademark Slim Shady in Australia in January of this year, though he already held rights to Shady and Shady Limited. The beachwear company has since filed non use challenges against those two trademarks in Australia, arguing they are not used regularly.

Eminem has been tied to the Slim Shady identity since the late nineties, when he released The Slim Shady LP. He later appeared to lay that persona to rest with his most recent record, The Death of Slim Shady (Coup de Grâce).