Rapper Eminem, legally Marshall B. Mathers III, sues Australian beachwear company Swim Shady, alleging that the brand’s name infringes his trademark, “Slim Shady.”
The dispute, lodged in both the U.S. and Australia, seeks to cancel the company’s registration for “Swim Shady,” claiming it creates a “false association” with the multi-Grammy-winning artist. In September, Eminem’s lawyers petitioned the U.S. Patent and Trademark Office to invalidate the trademark. The Sydney-based company, which sells umbrellas, swim bags, and other beach accessories, is required to respond next week.
Eminem’s team said the name “Slim Shady,” trademarked in the U.S. since 1999, is “distinctive and famous” and solely associated with his rap career. He also filed opposition to the name in Australia.
Swim Shady has vowed to defend its brand. In a statement, the company said: “Swim Shady is a grass roots Australian company that was born out of a desire to produce stylish and effective sun shades and other items to protect from the harsh Australian sun… We will defend our valuable intellectual property.”
The brand officially launched in 2024 and is represented by Sydney firm Meyer West IP. The case echoes other celebrity-versus-small-business trademark battles, including Katy Perry’s dispute in Australia, which was ultimately resolved in favor of the designer.
Swim Shady declined further comment as the legal proceedings continue.