Eminem, the iconic rapper known for his alter ego Slim Shady, has initiated legal action against an Australian beachwear brand named Swim Shady. The lawsuit, filed in the United States, contends that the brand’s name closely resembles his persona, leading to potential consumer confusion regarding whether he endorses or is affiliated with the company.
The brand, which officially launched in December 2024, originally operated under the name Slim Shade before rebranding to Swim Shady. Based in Sydney, it specializes in beach umbrellas, towels, bags, and swim shorts. Eminem’s petition to cancel Swim Shady’s trademark comes shortly after the United States Patent and Trademark Office approved it in September.
Eminem’s legal team argues that the name Swim Shady creates a “false association” with his Slim Shady persona. They assert that consumers may mistakenly believe that the rapper is behind the brand or endorsing its range of products. The company must submit a response to the petition within the next week.
In the filing, Eminem’s lawyers assert that the brand’s name is likely to mislead consumers, suggesting that the rapper is involved in a line of sun-protection gear and beach accessories. The document notably lacks a traditional salutation, beginning instead with the legal assertions regarding trademark confusion.
Swim Shady Responds to Legal Action
The owner of Swim Shady, Jeremy Scott, confirmed the legal dispute in a statement to Guardian Australia. He emphasized the brand’s grassroots origins, stating, “Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun.” Scott, along with business partner Elizabeth Afrakoff, expressed their commitment to defending their intellectual property, adding, “Given the matters are before the court, we do not propose to say any more at this time.”
Eminem first trademarked the Slim Shady name in the United States in 1999, coinciding with the release of his breakthrough album, The Slim Shady LP. This album featured notable tracks such as “Guilty Conscience” and “Role Model.” Although he registered Slim Shady in the U.S. years ago, it was only in January 2025 that he filed for trademark protection in Australia. Prior to this, his registered trademarks in the country included “Shady” and “Shady Limited.”
Eminem’s legal representatives maintain that the Slim Shady nickname has developed into a “distinctive and famous” brand in the entertainment industry over the past two decades. They argue that such recognition warrants protection against potential market confusion.
Despite the ongoing legal battle, there is currently no indication that Eminem will release any music targeting the Swim Shady brand. As the situation unfolds, both parties prepare to navigate the complexities of trademark law and public perception.
