Eminem is suing a clothing company that sells beachwear because their name is very similar to his famous Slim Shady alter ego. He worries fans will mistakenly believe he’s now involved in selling things like umbrellas and swimsuits.
Eminem, the 53-year-old rapper whose full name is Marshall B. Mathers III, is trying to cancel the trademark of an Australian beachwear brand called Swim Shady. The brand officially started in December 2024.
I’m a big fan of Swim Shady! They used to be called Slim Shade, but they’ve changed their name now. They’re based right here in Sydney and sell all sorts of awesome beach gear – think umbrellas, towels, bags, and shorts. Perfect for a day at the beach!
As a huge Eminem fan, I was surprised to hear he’s actually fighting a trademark! Apparently, a company called Swim Shady got their trademark approved recently, and his team is saying it’s way too similar to his ‘Slim Shady’ persona. They’re worried people will think he’s involved with the company or even approves of what they’re selling. It’s a pretty smart move on his part to protect his brand, and now the company has to respond to his challenge next week. I’m curious to see how this plays out!
Eminem’s legal team claims the brand’s name is too similar to his own and could trick customers into believing he’s involved with their sun-protection and beach products. The filing, unfortunately, doesn’t start with a standard greeting like ‘Dear Swim’.
Swim Shady fights back as Slim Shady takes beach brand to court
Jeremy Scott, the owner of Swim Shady, has confirmed to Guardian Australia that they are preparing to fight the legal challenge.
Swim Shady started as a small Australian business with a simple goal: to help people stay safe from the strong Australian sun,” said founders Scott and Elizabeth Afrakoff.
We are committed to protecting our intellectual property. Because this is now a legal matter, we won’t be making any further public statements at this time.
Eminem originally trademarked ‘Slim Shady’ in the United States in 1999, coinciding with the release of his album, The Slim Shady LP, which included popular songs like ‘Guilty Conscience’ and ‘Role Model.’ However, he didn’t secure the ‘Slim Shady’ trademark in Australia until January 2025. Prior to that, his only registered trademarks in Australia were for ‘Shady’ and ‘Shady Limited.’
His lawyers claim the name ‘Slim Shady’ is now well-known and strongly associated with his work, having been used for over twenty years.
Fortunately for Swim Shady, Eminem hasn’t shown any signs of writing a diss track about the company – at least not yet.
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2025-11-19 22:19