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rapper eminem has sued Australian beach brand Swim Shady, arguing that the company’s name is too similar Trademarked alter ego, Slim Shady,
“The Monster” artist – real name Marshall B. Mathers III – filed complaint In September the US Patent and Trademark Office was requested to cancel the Swim Shady trademark which it had granted to the company days earlier.
in legal filedEminem’s lawyers have alleged that the brand’s nickname creates a “false association” with the rapper. According to US law, the company will have to respond to the petition by next week.
The company was originally launched under the name Slim Shed, according to BBCIt was later renamed Swim Shedy and officially launched as a business in Australia in December 2024,
A few months before its launch, Eminem filed a trademark complaint in October 2024, claiming the company was infringing on his Australian trademark.
The Sydney-based company, which sells beach umbrellas, bags, towels and shorts, hit back at the allegations in a statement. GuardianSaying that it would “protect our valuable intellectual property.”
It says, “Swim Shady is a grassroots 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.”
Eminem originally trademarked the name Slim Shady in the US in 1999, coinciding with the release of his album. Slim Shady LPWhich included hits like “Guilty Conscience” and “Role Model”.
However, they did not file a trademark for the name in Australia until January 2025. Previously, they only owned the trademarks “Shady” and “Shady Limited” in Australia.
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Eminem’s lawyers have said that the nickname has become “distinctive and famous” and is publicly associated with the rapper’s career.
Swim Shady has since filed a non-use application to attempt to remove Eminem’s Shady and Shady Ltd. trademarks, arguing that they have not been used consistently.
This isn’t the only trademark battle the rapper is fighting. He is currently involved in an ongoing trademark infringement lawsuit real housewives of potomac Gizelle Bryant and Robyn Dixon are over them appropriately shaded podcast.
Meanwhile, in June he sued Facebook’s parent companyMeta settled a $109 million claim that the social media company distributed more than 200 of his songs to users without permission.
The “Lose Yourself” rapper is not the first American artist to take legal action against an Australian business over trademark issues. Kanye West sued Melbourne burger shop College Dropout Burger in 2022.
However, the case was dismissed by the Federal Court of Australia the following year after the rapper and his legal team failed to take steps to pursue a lawsuit.