Eminem sues Australian beach brand 'Swim Shady'

November 18, 2025

American rapper Eminem has initiated legal proceedings against Sydney-based beachwear company Swim Shady over trademark infringement concerns. The rapper's legal team argues that the company's name creates misleading associations with his famous Slim Shady persona, which he trademarked in the United States in 1999. Swim Shady, which sells beach accessories like portable umbrellas and bags, registered its business name in Australia in 2023 and obtained a US trademark earlier this year.

Who is affected

Eminem (Marshall B Mathers III), the 53-year-old US rapper
Swim Shady, a Sydney-based Australian beachwear company
Eminem's legal team
Meyer West IP, Swim Shady's legal representative
The US Patent and Trademark Office

What action is being taken

Eminem is pursuing a petition to the US Patent and Trademark Office to cancel Swim Shady's trademark
Eminem has filed an opposition to the brand's name in Australia
Swim Shady is defending its intellectual property in the ongoing legal case

Why it matters

This case highlights the ongoing tension between trademark protection and business naming rights, particularly when established celebrity brands intersect with smaller businesses using similar names. The outcome will determine whether phonetic similarity and potential consumer confusion outweigh a company's claim to operate under a name distinct from an existing trademark, especially across international jurisdictions. This follows similar high-profile trademark disputes in Australia, such as the recent Katy Perry case, demonstrating the complexities of protecting intellectual property globally.

What's next

US law requires Swim Shady to respond to Eminem's petition by next week
The legal case in both the US and Australia will continue to proceed

Read full article from source: BBC