Eminem has launched a transpacific legal fight with an Australian beachwear business, accusing the company behind “Swim Shady” of trading too closely on his famed alter ego, “Slim Shady”.

The 53-year-old rapper – whose real name is Marshall B Mathers III – moved swiftly after the United States Patent and Trademark Office approved the brand’s trademark in September, filing a petition claiming the name could mislead consumers into believing he is linked to the products.

He has lodged a similar challenge in Australia, arguing the company’s local trademark also infringes his rights.

“Swim Shady”, which sells beach umbrellas, bags and sun-protection gear, insists the dispute is misplaced. In a statement, owners Jeremy Scott and Elizabeth Afrakoff said: “We will defend our valuable intellectual property.”

They describe the venture as a homegrown idea designed to help Australians cope with harsh sunlight.

Eminem already held Australian trademarks for “Shady” and “Shady Limited” before seeking to register “Slim Shady” locally in early 2025. The company has since applied to have some of those older marks revoked for non-use.

The lawsuit adds to a growing list of high-profile music stars challenging Australian businesses over intellectual property, continuing a trend that has spanned the past decade.

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