Eminem sues Australian brand over ‘Swim Shady’ name

Eminem is pushing back against an Australian beachwear company he says is trading off his iconic alter ego.

According to The Independent, the rapper filed a petition in September with the U.S. Patent and Trademark Office, asking officials to cancel the trademark for “Swim Shady.” 

His lawyers argue the brand’s name creates a “false association” with his long-standing persona, Slim Shady.

The dispute has been brewing for more than a year. The Sydney-based company originally operated under the name Slim Shade before rebranding to Swim Shady. 

It officially launched in Australia in December 2024, selling beach umbrellas, towels, bags, and shorts, as per BBC.

Eminem’s team first objected in October 2024, accusing the business of infringing on his Australian trademark. While the rapper trademarked “Slim Shady” in the U.S. back in 1999, he didn’t file for the full name in Australia until January 2025. Before that, he only held trademarks for “Shady” and “Shady Limited.”