Home / Business and Economy / Eminem Sues Australian Beach Brand Over Trademark Infringement
Eminem Sues Australian Beach Brand Over Trademark Infringement
18 Nov
Summary
- Eminem files petition to cancel Swim Shady's US trademark
- Swim Shady launched in Australia in December 2024
- Eminem claims Swim Shady's name could cause consumer confusion
As of November 18, 2025, renowned rapper Eminem has filed a legal petition to cancel the US trademark of the Australian beach brand Swim Shady. Eminem, whose real name is Marshall B. Mathers III, argues that Swim Shady's name is too close to his own trademarked alter ego, Slim Shady, and could lead to consumer confusion.
Eminem's legal team lodged their opposition to Swim Shady's trademark in Australia back in October 2024, shortly after the company launched its business in the country in December 2023. The rapper is also claiming that Swim Shady's name infringes on his existing trademarks in Australia for "Shady" and "Shady Limited."
In response, Swim Shady's owner, Jeremy Scott, stated that the company will defend its "valuable intellectual property." He emphasized that Swim Shady is a "grassroots Australian company" focused on providing sun protection products for the harsh Australian climate.
This legal battle is the latest in a series of trademark disputes involving high-profile US rappers and Australian businesses. In recent years, both Kanye West and Jay-Z have taken legal action against Australian companies over alleged trademark infringement, with mixed results.
