EminemMr Slim Shady himself is suing Australian swimwear company Swim Shady, claiming the brand's name is too close to the rapper's trademarked rap name.
In September, Eminem, born Marshall B. Mathers III, asked the US Patent and Trademark Office to cancel the trademark granted to the Australian company, with US law requiring a response by next week.
The beachwear brand, known for its portable beach umbrellas, swim bags and other beach accessories (according to Australia's business regulator), was originally registered under the name Slim Shade in September 2023.
The brand officially launched in 2024, and earlier this year filed a US trademark application for the name “Swim Shade”, and Eminem's legal team filed a petition to cancel the granted trademark soon after, arguing that the name is “distinctive and famous” in connection with the rapper.
Mathers' lawyers argue the name creates a “false association” with the American rapper, who trademarked Slim Shady in the US in 1999, before his infamous album was released. slim Shady LP. (Mathers did not apply to trademark Slim Shady in Australia until January 2025.)
Sydney intellectual property law firm Meyer West IP is considered the legal representative of the Sydney brand and the brand said BBC in a statement that it would “protect our valuable intellectual property.”
