Eminem has launched legal action against the Australian beach brand Swim Shady, alleging its name is too close to his trademarked alter ego, Slim Shady. The 53-year-old rapper, whose real name is Marshall B Mathers III, filed a petition to cancel Swim Shady’s US trademark days after it was granted by the United States Patent and Trademark Office in September.
Eminem’s petition argues that Swim Shady’s name could cause confusion and falsely suggests he is linked to the Sydney-based company, which sells sun-protection umbrellas, swim bags, towels and shorts. The rapper also claims his Australian trademark has been infringed by Swim Shady, which launched in Australia in December 2023.
Swim Shady’s owner, Jeremy Scott, confirmed the legal action and said the company will fight 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. “Given the matters are before the court, we do not propose to say any more at this time.”
Before Swim Shady launched, Eminem held trademarks in Australia on Shady and Shady Limited but not Slim Shady. He subsequently filed a trademark for Slim Shady in Australia in January 2025. Swim Shady has since filed non-use applications against Eminem’s Shady and Shady Limited trademarks, arguing they have not been consistently used.
Eminem is also currently fighting the hosts of the Reasonably Shady podcast over trademark infringement. He previously won NZ$600,000 in 2017 after New Zealand’s high court ruled the National party infringed his copyright in a 2014 election advertisement that used strains of his hit Lose Yourself.
