Will the real Slim Shady please stand up?
Eminem has taken legal action against an Australian beachwear brand called Swim Shady due to the company name being too similar to his Slim Shady alter ego.
The “Lose Yourself” rapper, whose real name is Marshall Mathers III, filed his petition against Swim Shady with the US Patent and Trademark Office on Sept. 29, per a filing obtained by The Post.
Eminem, 53, alleged that the brand’s US trademark violates his own trademark on the “Shady” name and implies a “false association” between him and the company’s products.
The hip-hop legend further argued that Swim Shady consumers are “likely to be confused” by the similar names and that the difference between one letter “does not serve to distinguish” the brand enough from the rapper.
Eminem accused the Australian company – which sells beach umbrellas, bags, swimwear and more – of one count of dilution and one count of confusion in his filing.
He went on to express concern that the continued use of “Swim Shady” could “seriously injure the reputation” of his brand or else cause “blurring and tarnishment of the distinctive quality” of his name.
Swim Shady, meanwhile, has insisted that it would “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,” the company told The Post in a statement.
“We will defend our valuable intellectual property,” it added. “Given the matters are before the court, we do not propose to say any more at this time.”
Although Eminem has held US trademarks for “Shady” and “Slim Shady” since July 2001, per his filing, the business regulator IP Australia shows that he didn’t apply to trademark “Slim Shady” in the country until January of this year.
Swim Shady, on the other hand, registered its trademark as “Slim Shade” in Australia in 2023 before officially launching its current brand one year later.
The company filed a US trademark for “Swim Shady” earlier this year, and the “Without Me” rapper has since filed petitions to cancel the brand’s trademarks in both countries.
Swim Shady has until Nov. 28 to respond to Eminem’s petition.
The Post has reached out to Eminem’s rep for comment.
However, this wouldn’t be the first time the “Relapse” artist has waged a trademark battle over his name and likeness.
“The Real Housewives of Potomac” stars Gizelle Bryant and Robyn Dixon received a legal complaint over the name of their “Reasonably Shady” podcast in February 2023. That case is reportedly still ongoing.
Eminem has also trademarked the name “Mom’s Spaghetti,” which he first made famous in his 2002 hit “Lose Yourself.”
The rapper later launched a “Mom’s Spaghetti” pasta sauce, merchandising brand and pop-up shop in 2017, before turning the shop into a permanent restaurant in his hometown of Detroit in 2021.
