Rap legend Eminem has had enough. An Australian beach brand is causing confusion with its name and hitting a nerve.
Eminem has filed a complaint with the US Patent and Trademark Office to cancel the registration of the Swim Shady brand. He argues that the similarity to his famous alter ego Slim Shady creates a false association that could mislead consumers. According to his lawyers, the brand name makes it appear as if Eminem himself is behind the beach products. He refuses to accept this risk of confusion.
Who Is Behind The Beach Brand
The brand is based in Sydney and sells umbrellas, beach bags, towels, and board shorts. The company was officially launched at the end of 2024, previously operating under a similar-sounding name, Slim Shade. The founders, Jeremy Scott and Elizabeth Afrakoff, describe their project as a small start-up focused on stylish and functional sunshades for Australian beaches.
The Problem With The Name Double
Eminem’s lawyers emphasize that even a minimal difference in the name should not be underestimated. A single letter can be enough to confuse fans and consumers. Eminem wants to prevent fans from thinking he is behind the beach products. Interestingly, he has held trademark rights for the name Slim Shady in the US since 1999. In Australia, however, he only applied for protection shortly after the beach brand’s launch.
Swim Shady Remains Defiant
The Australian start-up is taking a combative stance. It is not willing to give up the brand and denies trying to capitalize on Eminem’s fame. Additionally, a case is ongoing in Australia in which Swim Shady is challenging Eminem’s existing trademark rights. The company argues that the rapper has not actively used his Shady trademarks in Australia.
Eminem wants to make it clear that he has nothing to do with beach products, and is therefore seeking the cancellation of the Swim Shady brand. The opposition, however, remains steadfast.
What do you think about this? Is Eminem’s move justified, or is he going too far? Share your thoughts in the comments.