Eminem files lawsuit against beach brand Swim Shady over Slim Shady trademark dispute

Eminem seeks to cancel Swim Shady’s trademark, arguing it creates a false association with his Slim Shady name

Eminem has launched legal action against Australian beachwear company Swim Shady, arguing that its name is so similar to his Slim Shady persona that consumers could incorrectly assume he is connected to the business.

The 53-year-old rapper, whose legal name is Marshall B. Mathers III, filed a petition in the United States seeking to cancel the company’s trademark.

Swim Shady, based in Sydney, officially launched in December 2024. It previously operated under the name Slim Shade before adopting its current branding and sells umbrellas, towels, bags and swim shorts.

Eminem’s petition was submitted shortly after the United States Patent and Trademark Office approved the Swim Shady trademark in September. His legal team claims the brand’s name is too close to Slim Shady and risks creating a “false association,” suggesting endorsement or involvement from the artist.

According to the filing, Eminem’s lawyers argue that the branding may confuse consumers and could lead to assumptions that the rapper has expanded into beach accessories and sun-protection products. The company is required to respond to the petition next week.

Swim Shady owner Jeremy Scott confirmed the dispute to Guardian Australia, stating that the company intends to challenge the claim. In a joint statement, Scott and Elizabeth Afrakoff said, “Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun. 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.”

Eminem first registered the Slim Shady trademark in the United States in 1999, the year he released The Slim Shady LP. His first Australian trademark for Slim Shady was filed in January 2025, though he previously held marks for “Shady” and “Shady Limited.”

His legal team states that Slim Shady has become “distinctive and famous” across more than two decades of use.