Rapper Eminem has escalated his efforts to protect his brand identity by launching a trademark challenge against the Australian beachwear brand Swim Shady. In a petition filed with the U.S. Patent and Trademark Office, his team argues that the company’s name is likely to cause confusion among consumers by suggesting a link between the brand and the artist’s “Slim Shady” persona.
Based in Sydney, Swim Shady sells beach umbrellas, bags, towels and swim shorts under a brand name that evolved from “Slim Shade” before its December 2024 relaunch. Eminem holds longstanding U.S. trademarks for “Shady” and “Slim Shady,” and he alleges that Swim Shady’s use of the term infringes on his rights by creating a false endorsement or association, diluting the power of his name and potentially threatening the integrity of his brand.
While Eminem had previously held Australian trademarks for “Shady” and “Shady Limited,” he only filed for “Slim Shady” in Australia in January 2025. Meanwhile Swim Shady has filed non‑use applications to challenge Eminem’s Australian marks. The Sydney outfit has pushed back, emphasising its grassroots origin and commitment to defending its own intellectual property.
This legal move marks another chapter in Eminem’s trademark‑defence playbook, which has seen him involved in prior disputes in multiple jurisdictions. This case will test the fine line between artist branding and the rights of emergent lifestyle brands operating in adjacent segments.
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