Slim Shady vs. Swim Shady: Rapper Takes Brand to Court

Rapper Claims Beachwear Company Is Riding on His Name

Eminem Files Trademark Complaint

Eminem is taking on more than rap rivals — this time, it’s an Australian beachwear brand. The rapper, 53, filed a petition with the U.S. Patent and Trademark Office accusing “Swim Shady” of infringing on his long-held “Shady” and “Slim Shady” trademarks. According to the filing, the one-letter difference is nowhere near enough to avoid confusion.

Claims of False Association

The Grammy winner argues that the brand’s name suggests a “false association” and risks “seriously injuring” the reputation he’s built around his Slim Shady persona. The company, which sells beach umbrellas, bags, and swimwear, is also accused of dilution and consumer confusion — allegations it firmly denies.

A Global Trademark Tangle

Though Eminem has held U.S. trademarks for “Shady” since 2001, he didn’t apply to trademark “Slim Shady” in Australia until early this year. Swim Shady, meanwhile, registered “Slim Shade” in Australia in 2023 before launching its current branding. The company also filed a U.S. trademark this year — prompting Eminem to petition for cancellation in both countries. Swim Shady has until Nov. 28 to respond.

Swim Shady Vows to Fight Back

The Australian brand insists it will “defend our valuable intellectual property,” emphasizing its grassroots origin designing stylish shade products for the harsh Australian sun. Beyond that, the company says it won’t comment further while the case unfolds.

Not His First Trademark Battle

Eminem previously challenged the “Reasonably Shady” podcast in 2023 and has trademarked other ventures, including “Mom’s Spaghetti,” now a restaurant in Detroit. This new case raises the same question he’s asked for decades — who gets to stand up as the real Slim Shady?