Eminem’s long running fight to protect the ‘Slim Shady’ trademark is colliding head on with an Australian beach brand, with Swim Shady confirming its legal dispute is now active across multiple countries ahead of a key local hearing this week.
The Byron adjacent startup is digging in, despite the Detroit icon arguing the name is “highly confusingly similar and/or legally identical in sight and sound” to his alter ego, it’s a claim that’s now being tested not just in Australia, but across the US, UK, and Japan (per Rolling Stone Australia).
April 1st hearing marks first major step
Locally, the case has been quietly building since last August, when IP Australia accepted Swim Shady’s trademark application before Eminem filed opposition two months later.
Both sides have already submitted evidence, but things are about to get more concrete, a hearing before the Registrar of Trade Marks is locked in for April 1st, focusing on Swim Shady’s attempt to cancel two of Eminem’s trademarks, ‘Shady’ and ‘Shady Limited’, over alleged non-use.
Instead of just defending its name, the Aussie brand is actively trying to strip back parts of Eminem’s trademark control.
Global legal fight unfolding
The dispute isn’t staying local, in the United States, Swim Shady successfully registered its trademark last September (2025), triggering a cancellation challenge from Eminem soon after, proceedings there have since been paused while the Australian case plays out, with a decision still pending.
Over in the UK, both camps are mid-opposition, with further filings due next month. In Japan, where Swim Shady already holds a registered trademark, authorities are reviewing whether Eminem’s challenge holds weight.
Brand pushes forward despite pressure
Swim Shady says it’s staying focused on growth, even with the legal heat turning up.
“We created Swim Shady to solve a real problem – making sun protection simple, portable and effortless at the beach,” co-founder Jeremy Scott said. “We remain focused on continuing to grow the brand globally.”
Eminem isn’t new to this kind of fight, previously going after brands like Shadzy and Shady Character, and is currently locked in another dispute over the ‘Reasonably Shady’ podcast.
This one feels different, it’s not just about merch or branding, but a full scale, multi country standoff, and it’s about to properly kick off on home soil.
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