"Eminem is taking legal action against an Australian beach brand over alleged trademark infringement."
"The Real Slim Shady has launched a trademark petition against Australian brand Swim Shady, alleging that its name veers too close to his trademarked alter ego."
"In his petition to the United States Patent and Trademark Office to cancel the company's US trademark, the legendary rapper argued that its name could lead the public to believe he's associated with the company."
"Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun. We will defend our valuable intellectual property."
Eminem filed a petition with the United States Patent and Trademark Office seeking cancellation of Swim Shady's US trademark, arguing the brand name could cause consumers to believe he is associated with the company. Swim Shady owners Jeremy Scott and Elizabeth Afrakoff said they will defend their intellectual property and described the company as grassroots focused on protecting people from the Australian sun. The dispute also involves Australian proceedings, where Swim Shady filed non-use applications against Eminem's Shady and Shady Limited marks. Swim Shady sells beach umbrellas, towels, swim bags, and shorts and does not sell music.
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