Rapper and songwriter Eminem has filed a case of trademark infringement against an Australian beach brand, Swim Shady.

According to the musician, born Marshall Bruce Mathers III, Swim Shady sounds similar to his pseudonym Slim Shady. Introduced to the public in 1997, Slim Shady is Eminem’s violent alter ego, featuring in some of his songs such as “My Name Is,” “The Real Slim Shady” and “The Death of Slim Shady.” The songs featured lyrics that spoke about drugs, murder and violence.

Based in Sydney, Swim Shady is a leading manufacturer of beach essentials, namely shades or umbrellas, towels, swim bags and swim shorts.

By the time the company launched in December 2024, the American rap legend and one of the world’s bestselling musical artists of all time, already had two registered trademarks in Australia – Shady and Shady Limited. He filed a trademark application for Slim Shady in Australia one month after Swim Shady’s launch.

Speaking to The Herald Sun, Swim Shady founder Jeremy Scott said about the trademark suit: “We have followed the right process from the start. We got it approved through the normal processes. We’re a beach shade in Australia. How can that get the eye or focus of an international rap singer?”

Scott said they will face the musician’s legal action and defend their company’s intellectual property.

- Espie Angelica A. de Leon