Credit: Alamy

Eminem has filed a lawsuit against Australian beach brand Swim Shady, alleging trademark infringement.

The Detroit rapper claims that the name is too similar to his famous alter ego, Slim Shady, which he introduced in 1997 with his Slim Shady EP.

In September, Em filed a petition to cancel the company’s US trademark just days after it was granted by the United States Patent and Trademark Office.

Swim Shady sells items such as umbrellas, swim bags, towels, and shorts. Eminem claims the company’s name could lead people to think he’s involved.

According to The Guardian, Em says his trademark in Australia has also been infringed after his legal team opposed the company in October 2024.

Swim Shady’s owner, Jeremy Scott, issued a statement alongside his wife, Elizabeth Afrakoff, stating they would fight Em’s claims.

“Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun,” they said. “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 filed a trademark for Slim Shady in Australia in January 2025. He previously only trademarked Shady and Shady Limited.

The 53-year-old once revealed that he came up with the name Slim Shady while sitting on the toilet. “I was sitting on the toilet and a lot of good material came out of that,” he told BBC Radio 1. “This name popped into my head. I was kind of skinny and I thought maybe it should be something slim.”

He continued, “And then for some reason Slim Shady popped into my mind and I just thought of 20 things to rhyme with it. I just thought, ‘This is it.’ I went back in the room and just kept writing.”