Eminem has filed a lawsuit against the Australian brand Swim Sady over alleged trademark infringement. The lawsuit would argue that the name could cause confusion and falsely suggest the rapper has ties to the company.
Detroit rapper Eminem launched a lawsuit against the Australian beach brand Swim Shady, claiming its name is too close to his famous alter ego, Slim Shady.
The company only came onto Eminem, real name Marshall B Mathers III, after Swim Shady was successfully granted a US trademark by the United States Patent and Trademark Office (USPTO) in September.
In his petition to the USPTO, the singer has argued that the Swim Shady name coud cause confusion and that it falsely suggests he has links to the company, which is based in Sydney.
The company, which launched in Australia only in December last year, would go on to sell umbrellas, swim bags, towels and shorts.
Eminem would go on to claim that his trademark had additionally been infringed in Australia, and had lodged their opposition to the company’s trademark in Australia in October 2024.
Swim Shady’s owner would confirm to The Guardian Australia that they plan to fight the lawsuit, writing: .
“Swim Shady is a grassroots Australian company that was born … to protect people from the harsh Australian sun,” Scott said in a joint statement with his partner, Elizabeth Afrakoff.
“We will defend our valuable intellectual property.
“Given the matters are before the court, we do not propose to say any more at this time.”
Swim Shady have since filed non-use applications against Eminem’s Shady and Shady Limted trademarks in Australia, arguing they have not been used consistently.
This isn’t the first time an American artist has filed a trademark lawsuit against an Australian company. In 2022, Ye, formerly Kanye West, would issue a trademark lawsuit against the burger restaurant College Dropout, named after his 2004 album with The College Dropout. The case would be thrown out in 2023 as Ye’s legal team had failed to turn up to court.
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