Credit: Alamy

Eminem has lost his trademark battle against swimwear company Swim Shady.

The Detroit rapper sued the Australian company for copyright infringement in November in connection with his Slim Shady alter ego.

According to Rolling Stone, the Australian Registrar of Trade Marks sided with Swim Shady, removing his “Shady” trademarks of clothing and merchandise protections.

They concluded that the “Shady” and “Shady Limited” trademarks registered to Em hadn’t been used on clothing items in Australia during the required period.

As a result, Eminem has been ordered to pay Swim Shady’s legal fees and has until July 22nd to appeal the decision.

It was decided that most of the branding was related to his alter ego, rather than being a product trademark. In addition, they claimed that most of the merchandise sales were through the label instead of Em.

The rapper will keep “Shady” in the music and electronics categories, but not for clothing, footwear, headgear, bags, and leather goods.

Speaking on the outcome, Swim Shady co-founders Jeremy Scott and Elizabeth Afrakoff said, “Elizabeth and I are delighted with today’s decision. We’re grateful for the careful consideration the Delegate has given to the evidence and are extremely pleased with the outcome.”

They continued, “While this is an important milestone for Swim Shady, it is one step in the broader trade mark proceedings, and we recognise there are still matters to be resolved.”

After Eminem initially took action, they said, “Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun. 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.”