Eminem Files Trademark Infringement Lawsuit Against Australian Brand Swim Shady

Eminem has taken legal action against the Australian beachwear brand Swim Shady, accusing the company of infringing on his trademarked alter ego, Slim Shady. The rapper, whose real name is Marshall B. Mathers III, filed a petition with the United States Patent and Trademark Office (USPTO) to cancel Swim Shady’s newly granted U.S. trademark, arguing that it could cause confusion and falsely suggest a connection to him. Eminem’s legal team claims that the Australian brand, which sells sun protection products like umbrellas, bags, and towels, is infringing on his intellectual property. Eminem has held trademarks in Australia for the names ‘Shady’ and ‘Shady Limited,’ but not ‘Slim Shady’ until he applied for it in January 2025. In response, Swim Shady’s founder, Jeremy Scott, expressed the company’s intention to defend its brand, emphasizing its Australian roots and focus on sun safety. The case adds to a series of trademark disputes involving prominent American rappers and Australian businesses. Eminem’s legal battles also include a long-running case against the hosts of the ‘Reasonably Shady’ podcast and a significant victory in New Zealand’s high court in 2017 over a copyright infringement case.