"Eminem has launched legal action against the Australian beach brand Swim Shady, alleging its name is too close to that of his trademarked alter ego, Slim Shady. The 53-year-old rapper, real name Marshall B Mathers III, filed a petition to cancel Swim Shady's US trademark days after it was successfully granted by the United States Patent and Trademark Office (USPTO) in September."
"Swim Shady's owner Jeremy Scott confirmed the legal action to Guardian Australia and said that the company will fight the claims. 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."
Marshall B Mathers III filed a petition to cancel Swim Shady's US trademark days after the United States Patent and Trademark Office granted it. The petition argues Swim Shady's name could cause confusion and falsely suggests links to his Slim Shady persona. He also claims trademark infringement in Australia, where Swim Shady launched in December and where his legal team opposed the company's trademark in October 2024. Eminem filed an Australian trademark for Slim Shady in January 2025. Swim Shady sells umbrellas, swim bags, towels and shorts and has filed non-use applications against his Shady trademarks. Owner Jeremy Scott said the company will defend its intellectual property. Eminem continues other trademark litigation, including a podcast case and a prior New Zealand ruling.
Read at www.theguardian.com
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