Eminem has taken legal action against an Australian beachwear brand named Swim Shady, which was launched in 2024. The brand, initially registered as Slim Shade in September 2023, specializes in portable beach umbrellas, swim bags, and various beach accessories.
Eminem’s Legal Actions
Earlier this year, Swim Shady filed for a trademark of the term “Swim Shady” in the United States, and this trademark was approved. Following the approval, Eminem’s team submitted a petition to cancel this trademark, asserting his own rights over the Slim Shady name. Moreover, he has filed an opposition against the brand’s name in Australia.
Background on Slim Shady
Eminem first trademarked the name Slim Shady in the United States back in 1999, coinciding with the release of his iconic album. However, it wasn’t until January 2025 that he pursued trademark registration for this name in Australia. His attorneys claim that the name is not only distinctive but also deeply associated with his successful rap career.
About Swim Shady
Swim Shady identifies itself as a grassroots company focused on producing stylish and effective sun protection products. The brand has not made further comments on the ongoing legal case, as stated in their official communication.
Legal Precedents
This isn’t the first significant trademark dispute in Australia. In a notable case last year, an Australian court overturned a ruling related to a trademark dispute involving US pop star Katy Perry. In that instance, the Australian designer Katie Perry claimed infringement regarding merchandise sold during Katy Perry’s 2014 tour.
Current Status
- Eminem is actively opposing Swim Shady’s use of the name.
- Swim Shady has retained Meyer West IP, a Sydney-based intellectual property firm, as their legal representative.
- The legal battle continues amidst claims of trademark infringement and brand identity protection.
As the case unfolds, both parties maintain their stances, highlighting the ongoing complexities of trademark law in Australia.
