The actual Slim Shady? Eminem sues Australian firm Swim Shady for trademark infringement | Eminem

Eminem has launched authorized motion in opposition to the Australian seaside model Swim Shady, alleging its title is just too near that of his trademarked alter ego, Slim Shady.

The 53-year-old rapper, actual title Marshall B Mathers III, filed a petition to cancel Swim Shady’s US trademark days after it was efficiently granted by the United States Patent and Trademark Office (USPTO) in September.

Eminem’s petition to USPTO argues Swim Shady’s title might trigger confusion and that it falsely suggests he has hyperlinks to the Sydney-based firm, which sells umbrellas for solar safety, swim baggage, towels and shorts.

The rapper can also be claiming his trademark in Australia has been infringed by Swim Shady, which launched as a enterprise in Australia in December final 12 months.

Eminem’s authorized group lodged their opposition to the corporate’s trademark in Australia in October 2024.

Swim Shady’s proprietor Jeremy Scott confirmed the authorized motion to Guardian Australia and stated that the corporate will combat the claims.

“Swim Shady is a grassroots Australian company that was born … to protect people from the harsh Australian sun,” Scott stated in a joint assertion along with his companion, Elizabeth Afrakoff.

“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.”

Before Swim Shady launched, Eminem held logos in Australia on Shady and Shady Limited however not Slim Shady. He subsequently filed a trademark for Slim Shady in Australia in January 2025.

Swim Shady has since filed non-use purposes in opposition to Eminem’s Shady and Shady Limited logos in Australia, arguing they haven’t been persistently used.

Eminem is also currently fighting the hosts of the Reasonably Shady podcast, Gizelle Bryant and Robyn Dixon, alleging trademark infringement in a case that has been going since 2023.

He efficiently received NZ$600,000 (then AU$535,000/£315,000) in 2017 after New Zealand’s excessive courtroom dominated the ruling National social gathering infringed the rapper’s copyright in a 2014 election marketing campaign commercial that used strains of his hit Lose Yourself.

Eminem will not be the primary rapper to enter a trademark combat with an Australian enterprise. In 2022 Kanye West launched authorized motion in opposition to Melbourne burger store College Dropout Burgers however the case was thrown out by Australia’s federal court in 2023 after the rapper and his legal team failed to turn up.

And in 2019, Jay-Z lodged a lawsuit in opposition to Australian enterprise The Little Homie, claiming it had breached his mental property with an image ebook titled AB to Jay-Z. An commercial for AB to Jay-Z learn: “If you’re having alphabet problems I feel bad for you son, I got 99 problems but my ABC’s ain’t one!”

The case was settled after mediation, with Little Homie agreeing to not use Jay-Z’s title or lyrics.

The Guardian has contacted Eminem’s attorneys for remark.