Eminem Fights Back Against Swim Shady in Trademark Case

Iconic rapper Eminem has initiated legal proceedings against the Australian beachwear brand Swim Shady, arguing that the company's name closely resembles his well-known alias, Slim Shady.

The legal conflict arose after Swim Shady, known for its beach umbrellas and sun protection gear, obtained a US trademark for its name this year. Eminem, who registered Slim Shady as a trademark in the US back in 1999, has filed a petition to revoke the trademark, citing potential consumer confusion and misleading associations with his musical career.

Swim Shady, which originally launched as Slim Shade in 2024, asserts its independence and dedication to stylish and effective sun protection products. The firm’s legal team at Meyer West IP is committed to defending its intellectual property rights.

Eminem's legal measures extend beyond the US; he has also contested the brand's name in Australia, having recently applied for trademark protection for Slim Shady in January 2025. Legal experts suggest that while Eminem is a globally recognized figure, Australian courts may favor local businesses in such disputes based on previous use or business registration.

This case resonates with previous notable disputes in Australia, like the Katy Perry vs. Katie Perry case, emphasizing the hurdles international stars face in safeguarding their brand identities overseas.

As the legal situation progresses, both parties remain steadfast: Eminem strives to uphold a long-standing identity tied to his legacy, while Swim Shady defends its local enterprise aimed at beachgoers seeking sun safety.