Eminem's Trademark Lawsuit Against Swim Shady Sparks Blunt Response From Company

All jokes aside, rapper, songwriter and producer Eminem wants to ensure everyone is well aware of who the real Slim Shady is. The owner of the best-selling hip-hop album of all time (The Eminem Show) has filed a petition in the United States to cancel the trademark of an Australian beach brand called Swim Shady.

Considering how well-known and popular Eminem, who also goes by Slim Shady, among other nicknames, it's not surprising that the company, founded in December 2024, received pushback on its name. However, the company, which was originally called Slim Shade before its rebranding, offered a strong response following the trademark lawsuit.

Eminem's Trademark Battle With Swim Shady Explained

Eminem, whose real name is Marshall Mathers, filed the petition against the company based in Sydney, Australia, arguing that its name is too close to his Slim Shady persona, and that it will confuse the public. According to Dexerto, the belief is that Eminem could be involved with the company that sells beach umbrellas, swim shorts, towels and bags.

The petition came shortly after the United States Patent and Trademark Office approved Swim Shady's trademark for its new name. Per Dexerto, Eminem's legal team says Swim Shady creates "false association" and the belief that he may be endorsing its products or somehow involved with the business.

Eminem's initial trademark of "Slim Shady" was filed in the United States in 1999, a year that marked the release of his popular album The Slim Shady LP. The album's first single, "My Name Is," marked Eminem's debut on the US Billboard Hot 100. He went on to win two Grammys for The Slim Shady LP, taking home awards for Best Rap Album and Best Rap Solo Performance, for "My Name Is."

Here's a look at Eminem's solo albums over the years, with his debut, Infinite, released in 1996:

• Infinite (1996)
• The Slim Shady LP (1999)
• The Marshall Mathers LP (2000)
• The Eminem Show (2002)
• Encore (2004)
• Relapse (2009)
• Recovery (2010)
• The Marshall Mathers LP 2 (2013)
• Revival (2017)
• Kamikaze (2018)
• Music to Be Murdered By (2020)
• The Death of Slim Shady (Coup de Grâce) (2024)

Swim Shady's Ownership Response to Eminem's Lawsuit

While even seeing "Swim Shady" is likely enough to cause a double-take, the beach brand's owner, Jeremy Scott, and partner Elizabeth Afrakoff appear poised to push back in an effort to keep the name. As The Guardian Australia revealed, a joint statement was issued, which featured Scott and Afrakoff's focus on defending their "valuable intellectual property."

“Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun,” Scott and his partner, Elizabeth Afrakoff, said in a joint statement.

“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.”

Eminem's trademark of "Slim Shady" followed his second official solo studio album. The 53-year-old has released a total of 12 solo albums and two additional albums with hip-hop group D12.

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