18.11.2025
World famous rapper Marshall B Mathers III a.k.a Eminem has filed a lawsuit against Swim Shady a startup in Australia for an alleged “false association” with his alter ego Slim Shady
Eminem in a petition filed at the US Patent and Trademark Office argued that the beachwear company called Swim Shady, is too similar to his trademarked rap pseudonym Slim Shady.
The 53-year-old rapper’s lawyers accused the Sydney-based brand of creating a “false association” with Eminem.
Swim Shady told the BBC in a statement that it would “defend our valuable intellectual property”.
The company’s name was registered in September 2023, according to Australia’s business regulator, having originally launching under the name Slim Shade. It officially launched in 2024.
The brand sells portable beach umbrellas, swim bags and other beach accessories.
Earlier this year, the brand filed a trademark in the US for the term “Swim Shady”, which was granted. Shortly afterwards, Eminem’s team filed a petition to cancel the trademark.
Eminem has also filed an opposition to the brand’s name in Australia.
“Swim Shady is a grass roots Australian company that was born out of a desire to produce stylish and effective sunshades and other items to protect from the harsh Australian sun,” the company said, adding that it could not comment further due to the ongoing legal case.
Court documents show Eminem trademarked the name Slim Shady in the US in 1999 with the release of the eponymous album. However, he only filed a trademark for the Slim Shady name in Australia in January 2025.
Eminem shot into fame in 2000 with the release of his hit single The Real Slim Shady, which earned him a Grammy for best rap solo performance. BBC