Eminem sues Australian seashore model ‘Swim Shady’

US rapper Eminem has taken authorized motion in opposition to an Australian beachwear firm referred to as Swim Shady, saying its title is just too just like his trademarked rap pseudonym Slim Shady.

In September, Eminem – whose actual title is Marshall B Mathers III – filed a petition to the US Patent and Trademark Office, calling for them to cancel a trademark that was granted to the corporate. US regulation requires the corporate to respond to the petition by next week.

The rapper’s attorneys accused the Sydney model of making a “false association” with Eminem.

In a press release to the BBC, Swim Shady mentioned it might “defend our valuable intellectual property”.

The Sydney-based firm’s title was registered in September 2023, in line with Australia’s enterprise regulator, initially launching below the title Slim Shade. It formally launched in 2024.

The model sells transportable seashore umbrellas, swim luggage and different seashore equipment.

Earlier this yr, the model filed a trademark within the US for the time period “Swim Shady” which was granted. Shortly afterwards, Eminem’s group filed a petition to cancel the trademark.

Eminem has additionally filed an opposition to the model’s title in Australia.

“Swim Shady is a grass roots Australian company that was born out of a desire to produce stylish and effective sun shades and other items to protect from the harsh Australian sun,” the corporate mentioned, including that it couldn’t remark additional as a authorized case is ongoing.

Court paperwork present Eminem trademarked the title Slim Shady in 1999 within the US with the discharge of the eponymous album. However, he solely filed a trademark for the Slim Shady title in Australia in January 2025.

53-year-old Eminem shot into fame in 2000 with the discharge of his hit single The Real Slim Shady, which earned him a grammy for finest rap solo efficiency.

His attorneys mentioned the title has turn into “distinctive and famous” and solely related together with his rap profession.

Sydney mental property authorized specialist agency Meyer West IP is listed as Swim Shady’s authorized consultant.

Last yr, an Australian court docket overturned an earlier ruling that US pop star Katy Perry infringed on the trademark of Australian designer Katie Perry.

The Australian designer bought garments below her start title and had accused the California Girls singer of trademark infringement when she bought merchandise throughout her 2014 Australian tour.

Katie in contrast the authorized conflict on the time to a ‘David and Goliath’ showdown.