Eminem is taking an Australian beachwear brand to court. Reason? He said the Swim Shady brand has a name too similar to his trademark rap pseudonym Slim Shady, creating a “false association” with the singer.
The US rapper – in September – applied to the US Patent and Trademark Office to cancel the trademark, which was granted to the Sydney-based company, a BBC report said.
Under US law, the Australian brand is required to respond to the petition by next week.
What did Eminem’s lawyers say?
The 53-year-old rapper’s legal team argued that Swim Shady creates a “false connection” to Eminem, whose Slim Shady persona has been recognized worldwide for decades. However, the company told the BBC it plans to “defend our valuable intellectual property”.
What did the Australian company say?
In a statement to BBC Swim, Shady said it would “defend” their “valuable intellectual property”.
The Australian company went on to claim that Swim Shady is a local Australian company “born out of a desire to produce stylish and effective sunshades and other items to protect against the harsh Australian sun”.
Swim Shady and Slim shady
According to Australia’s trade regulator, Swim Shady was originally marketed as Slim Shade before being officially rebranded and debuted as Swim Shady in 2024. It sells portable beach umbrellas, swim bags and other accessories – and earlier this year secured a trademark for the name in the US.
Eminem quickly took off in both the US and Australia.
Court records show that Eminem trademarked Slim Shady in the US in 1999, around the time of the release of the album that cemented his fame. However, he did not apply for a trademark until January 2025 in Australia.
Scene from Eminem’s ‘The Real Slim Shady’
Eminem became a global sensation in 2000 with his single ‘The Real Slim Shady’, which won him a Grammy and became synonymous with his career. His lawyers say the moniker is “distinctive and famous” and is solely associated with his rap career.
Have there been similar trademark cases before?
Last year, an Australian court overturned an earlier ruling that American pop star Katy Perry had infringed Australian designer Katie Perry’s trademark.
Katy Perry has won an appeal in a trademark case filed by Australian fashion designer Katie Taylor, who sells her clothing under the name Katie Perry, USA Today reported.
A three-judge panel overturned a 2023 ruling that sided with Taylor, allowing Katy Perry (née Katheryn Hudson) to continue using her stage name to sell merchandise in Australia despite Taylor’s trademark claim.
