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Eminem has launched a formal challenge against an Australian beachwear startup named Swim Shady, arguing that the company is trading on the fame of his long standing alter ego Slim Shady. The rapper, whose real name is Marshall B Mathers III, filed a request with the United States Patent and Trademark Office asking it to cancel the trademark recently granted to the brand.
According to the filing, Eminem believes the name Swim Shady creates a false association with his identity as Slim Shady. His legal team says consumers could assume he is involved with or endorsing the company when he is not. The petition was submitted in September and the company must answer it by next week under United States trademark rules.
The founders of Swim Shady have said they will defend their intellectual property. In a statement to the BBC, the Sydney based business said it intends to protect what it considers a valuable brand. The company explained that it grew from a simple idea to create stylish and practical sun protection and added that it cannot comment further while the case continues.
Swim Shady registered its name in Australia in September 2023 after launching under the earlier name Slim Shade. The brand formally entered the market in 2024. It focuses on beach products such as portable umbrellas, swim bags and similar accessories. Earlier this year the business filed an application in the United States for the term Swim Shady and it was approved shortly before Eminem moved to have it cancelled.
Eminem has also taken steps in Australia by filing an opposition to the use of the Swim Shady name. Records show he trademarked Slim Shady in the United States back in 1999 around the release of his album of the same name. His Australian trademark for Slim Shady was filed much later in January 2025.
The rapper became a major figure in global music with the release of The Real Slim Shady in 2000, a hit that earned him a Grammy for best rap solo performance. His lawyers argue that Slim Shady has grown into a distinctive and widely recognised identity that is tied exclusively to his career. They claim the name is now famous enough that anything close to it could confuse fans or weaken the value of the mark.
The Australian company is represented by the firm Meyer West IP. The dispute comes after another recent high profile trademark conflict in Australia. In that case an Australian designer named Katie Perry accused singer Katy Perry of infringing her trademark when the pop star sold merchandise during a tour. A court later overturned an initial ruling and confirmed the singer could keep using her name in the country.
The outcome of Eminem’s challenge is not yet clear. What is clear is that both sides intend to stand firm, setting the stage for a trademark battle that will play out across two countries.
