Eminem is taking a beachwear company to court, arguing its name is so close to his Slim Shady persona that people might think he’s suddenly pivoted to selling umbrellas and swim shorts.
The 53-year-old rapper, whose real name is Marshall B. Mathers III, has filed a petition in the United States to cancel the trademark for Swim Shady, an Australian beach brand that officially launched in December 2024.
The company originally operated under the name Slim Shade before rebranding to Swim Shady. It sells beach umbrellas, towels, bags, and shorts from its base in Sydney.
Eminem’s petition was filed just days after the United States Patent and Trademark Office approved Swim Shady’s trademark in September. His legal team argues that the name is too close to Slim Shady and creates a “false association,” suggesting the rapper is connected to the business or endorsing its products. The company must respond to the petition next week.
According to the filing (which sadly doesn’t begin with ‘Dear Swim’), Eminem’s lawyers say the brand’s name is likely to confuse consumers and could mislead people into thinking he’s behind a line of sun-protection gear and beach accessories.
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Swim Shady fights back as Slim Shady takes beach brand to court
Swim Shady owner Jeremy Scott confirmed the legal fight to Guardian Australia and said the business plans to push back.
“Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun,” Scott and his partner Elizabeth Afrakoff said in a joint statement.
“We will defend our valuable intellectual property. Given the matters are before the court, we do not propose to say any more at this time.”
Instagram/SwimShadyHQSwim Shady specializes in “premium beach essentials.”
Eminem first trademarked Slim Shady in the U.S. back in 1999, the same year he released The Slim Shady LP, which featured hits including Guilty Conscience and Role Model. But he didn’t file a trademark for Slim Shady in Australia until January 2025. Before that, his only registered marks in the country were for “Shady” and “Shady Limited.”
His legal team argues the Slim Shady nickname has become “distinctive and famous” over more than two decades and is closely tied to his career.
Luckily for Swim Shady, there’s no indication that Eminem will make a diss track targeting the swimwear brand just yet.
