Eminem has begun formal legal proceedings against an Australian beachwear company named Swim Shady, arguing that the business is trading too closely on his long-established stage name, Slim Shady.
The rapper’s legal team filed a petition with the US Patent and Trademark Office in September, requesting the cancellation of Swim Shady’s recently granted US trademark. The company must respond to the petition by next week under US trademark law.
Lawyers for the 53-year-old artist—real name Marshall Mathers—claim the Sydney-based company is creating an improper link to Eminem’s persona and career, suggesting the brand’s name could mislead consumers into believing there is an affiliation.
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Swim Shady, which began as Slim Shade before rebranding and launching officially in 2024, sells beach umbrellas, bags, and other accessories. Its US trademark for “Swim Shady” was approved earlier this year, prompting Eminem’s team to challenge it in both the United States and Australia.
The company maintains that its identity is original and rooted in its mission to create stylish beach products designed for Australia’s extreme sun conditions. It has stated that it plans to defend its trademark but cannot comment further due to the ongoing dispute.
Eminem first trademarked Slim Shady in the US in 1999, following the release of his breakout album of the same name. He did not secure the equivalent Australian trademark until January 2025. His lawyers argue that the Slim Shady name is globally recognised, highly distinctive, and closely tied to his decades-long career.
