US rapper Eminem is currently locked in a legal battle with a small Australian beachwear company called Swim Shady, claiming their name is far too close to his famous trademark, Slim Shady, according to the BBC. Eminem, whose real name is Marshall B Mathers III, filed a petition to the US Patent and Trademark Office in September, demanding that the trademark granted to the Australian brand be canceled.
This whole situation is a classic intellectual property showdown, and I can totally see why the rapper’s legal team is pushing back. They’re arguing that the Sydney-based brand is creating a “false association” with the 53-year-old artist. The lawyers assert that the name Slim Shady has become “distinctive and famous,” meaning it is exclusively linked to his legendary rap career.
It’s hard to argue against that fame. Eminem shot into the stratosphere in 2000 with his massive hit single, “The Real Slim Shady,” which even earned him a Grammy for best rap solo performance. He’s been protecting the name in the US for decades, having trademarked Slim Shady back in 1999 when his eponymous album dropped. It’s gone so far that most people think of Eminem as Slim Shady, even as he became a grandfather for the second time.
Rap battles are yesterday’s thing; Eminem is focused on IP battles now
The legal situation is complicated, though, because the Australian company is fighting back hard. Swim Shady has retained the Sydney intellectual property specialists Meyer West IP and stated that it will “defend our valuable intellectual property.”
Swim Shady is a grassroots company that officially launched in 2024. The brand sells beach accessories like portable beach umbrellas and swim bags, aiming to produce stylish and effective sun shades to protect people from the harsh Australian sun. They started out under the name Slim Shade but registered as Swim Shady in September 2023, according to Australia’s business regulator.
The company secured a major win when it filed a trademark for “Swim Shady” in the US earlier this year, and it was granted. Shortly after that US trademark approval, Eminem’s team filed the petition seeking its cancellation. US law states that Swim Shady must respond to Eminem’s petition by next week.
It looks like the rapper is trying to fight this battle on two continents. While he trademarked Slim Shady in the US way back in 1999, he only filed a trademark for the name in Australia in January 2025. This detail is pretty surprising, considering how long he’s been famous down under. Eminem has also filed a separate opposition to the brand’s name in Australia, showing he’s serious about protecting his brand globally.
Though Swim Shady cannot comment further due to the ongoing legal case, they clearly see themselves as the underdog here. At least, Eminem is yet to be called a poor sport by a record label.
In other news, Eminem became a grandfather for the second time recently.
Published: Nov 21, 2025 03:00 pm