US rap icon Eminem (Marshall B. Mathers III) has launched legal action against Sydney-based beachwear company Swim Shady, demanding the cancellation of its US trademark and opposing its registration in Australia, claiming the name creates a “false association” with his globally famous alter ego Slim Shady.
In September 2025, Eminem’s legal team filed a petition with the US Patent and Trademark Office to revoke the “Swim Shady” mark granted to the Australian brand earlier this year. Under US law, the company must respond by next week or risk automatic cancellation.
Eminem sues Australian beach brand ‘Swim Shady’ https://t.co/nHzXPEZQDt
— BBC News (World) (@BBCWorld) November 18, 2025
The 53-year-old artist, who first trademarked “Slim Shady” in the US in 1999 with the release of The Slim Shady LP and the Grammy-winning single “The Real Slim Shady,” only filed for Australian protection in January 2025—four months after Swim Shady secured its local registration in September 2023.
Court documents argue the Slim Shady name is “distinctive and famous,” exclusively linked to Eminem’s three-decade career, and that the beach brand’s similar name risks consumer confusion and dilution.
Swim Shady, which sells portable beach umbrellas, swim bags, and sun-protection accessories, originally launched as “Slim Shade” before rebranding. In a statement to the BBC, the company said: “Swim Shady is a grassroots Australian company born to protect from the harsh Australian sun. We will vigorously defend our valuable intellectual property.” The brand is represented by Sydney firm Meyer West IP.
The case echoes last year’s Australian ruling that overturned a trademark victory by local designer Katie Perry against US pop star Katy Perry, highlighting the complexities of international celebrity versus local brand clashes.
Legal observers say Eminem holds strong grounds in the US but faces a tougher fight Down Under, where Swim Shady registered first and operates in an unrelated product category.
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