The real Swim Shady says it’s going to stand up to the real Slim Shady after rapper Eminem sued an Australian beach brand whose name sounds like his best-known alias. Swim Shady was founded in Sydney in 2023, selling windproof sun shades, beach towels, and other seaside essentials. It drew the ire of Eminem when it successfully applied to trademark its name in the U.S. earlier this year. Eminem, real name Marshall B Mathers III, filed a complaint with the U.S. Patent and Trademark Office, claiming the name is too similar. He has also filed a petition in Australia, having already lodged a formal complaint there in 2024. Mathers’ lawyers argue the name draws a “false association” with his own brand. But the Australian firm says it’s going to stand firm against the singer, telling the BBC it will “defend our valuable intellectual property.” “Swim Shady is a grassroots Australian company that was born out of a desire to produce stylish and effective sun shades and other items to protect from the harsh Australian sun,” it said. Mathers, 53, trademarked Slim Shady in the U.S. in 1999 with the release of the album The Slim Shady LP, according to court documents seen by the BBC. The ‘Lose Yourself’ singer filed for the same trademark in Australia earlier this year.
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