Eminem is taking legal action against an Australian beachwear company, he says, that is capitalizing on his famous alter ego.
The rapper, 53, filed a petition with the U.S. Patent and Trademark Office in September seeking to cancel the trademark for “Swim Shady,” claiming the company’s name is too similar to his iconic “Slim Shady” persona and could confuse consumers.
According to the filing, Eminem — born Marshall Mathers III — argues that swapping just one letter isn’t enough to distinguish the two names and says the brand’s use of “Shady” could cause fans to assume he’s connected to the business falsely. His legal team states that the nickname, first introduced in the late 1990s, has become “distinctive and famous” and is strongly tied to his career and merchandise.
The star even injected humor into the dispute, joking in the filing that people might think he had “suddenly pivoted to selling umbrellas and swim shorts.” But he also emphasized that his own merchandise adheres to “premium quality standards,” and he doesn’t want any association with products he didn’t create.
Based in Sydney, Swim Shady sells beach umbrellas, towels, swim bags, and shorts designed for protection against Australia’s intense sun. The company initially launched under the name “Slim Shade” before rebranding as Swim Shady in December 2024.
Founders Jeremy Scott and Elizabeth Afrakoff say they are surprised by the rapper’s complaint and plan to defend their business.
“Swim Shady is a grassroots Australian company that was born out of a desire to produce stylish and effective sun shades,” they said in a statement, adding that they intend to “defend our valuable intellectual property.” Scott also questioned why the rapper would be concerned with their brand, saying, “We’re a beach shade in Australia. How can that get the eye or focus of an international rap singer?”
Eminem trademarked “Slim Shady” in the U.S. in 1999 after releasing The Slim Shady LP, but he didn’t file for the same trademark in Australia until January 2025 — after Swim Shady’s launch. Before that, he only held Australian trademarks for “Shady” and “Shady Limited.”
Swim Shady has since filed its own challenge seeking to remove those earlier trademarks, arguing they have not been consistently used. Under U.S. law, the company has until the end of the week to respond to Eminem’s petition.
The Grammy winner has a long history of defending his brand. He previously pursued legal action against clothing brand “Shadzy,” sunglasses line “Shady Character,” and Reasonably Shady, a podcast hosted by Real Housewives of Potomac stars Gizelle Bryant and Robyn Dixon.
Earlier this year, Eminem also sued Meta for $109 million, alleging the tech giant distributed more than 200 of his songs without permission.
As the trademark dispute unfolds, it remains unclear whether the parties will resolve — but for now, the battle over the Shady name shows no signs of cooling down.
