\u201cThe Monster\u201d artist \u2014 real name Marshall B. Mathers III \u2014 filed a complaint with the US Patent and Trademark Office in September, requesting it cancel the Swim Shady trademark it had granted to the company just days prior.<\/p>\n
In the legal filing, Eminem\u2019s lawyers have alleged that the brand\u2019s moniker creates a \u201cfalse association\u201d with the rapper. American law requires the company to respond to the petition by next week.<\/p>\n
The company was originally launched under the name Slim Shade, according to the BBC. It was later rebranded to Swim Shady and officially launched as a business in Australia in December 2024.<\/p>\n
Months before its launch, Eminem lodged a trademark complaint in October 2024, claiming the company was infringing on his Australian trademark.<\/p>\n
The Sydney-based company, which sells beach umbrellas, bags, towels and shorts, hit back at the accusations in a statement to The Guardian, saying it would \u201cdefend our valuable intellectual property.\u201d<\/p>\n
\u201cSwim 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,\u201d it added.<\/p>\n
Eminem originally trademarked the name Slim Shady in the US in 1999, in line with the release of his album The Slim Shady LP, which included hits like \u201cGuilty Conscience\u201d and \u201cRole Model\u201d.<\/p>\n
However, it wasn\u2019t until January 2025 that he filed a trademark for the name in Australia. Previously, he had only owned trademarks in Australia for \u201cShady\u201d and \u201cShady Limited\u201d.<\/p>\n
Eminem\u2019s lawyers have said that the nickname has become \u201cdistinctive and famous\u201d and is publicly associated with the rapper\u2019s career.<\/p>\n
Swim Shady has since filed a non-use application to attempt to remove Eminem\u2019s Shady and Shady Limited trademarks, arguing that they haven\u2019t been consistently used.<\/p>\n
This isn\u2019t the only trademark battle the rapper is fighting. He\u2019s currently involved in an ongoing trademark infringement lawsuit against The Real Housewives of Potomac stars Gizelle Bryant and Robyn Dixon over their Reasonably Shady podcast.<\/p>\n
Meanwhile, in June, he sued Facebook\u2019s parent company, Meta, for $109 million, claiming the social media company distributed over 200 of his songs to users without permission.<\/p>\n
The \u201cLose Yourself\u201d rapper isn\u2019t the first American artist to take legal action against an Australian business over trademark issues. Kanye West sued Melbourne burger shop College Dropout Burgers in 2022.<\/p>\n
However, the case was dismissed by Australia\u2019s federal court the following year after the rapper and his legal team failed to take steps to progress the litigation.<\/p>\n","protected":false},"excerpt":{"rendered":"\u201cThe Monster\u201d artist \u2014 real name Marshall B. Mathers III \u2014 filed a complaint with the US Patent…\n","protected":false},"author":2,"featured_media":148478,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[93,61,60,898],"class_list":{"0":"post-148477","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"tag-entertainment","9":"tag-ie","10":"tag-ireland","11":"tag-latest-news-ticker"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/148477","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=148477"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/148477\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/148478"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=148477"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=148477"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=148477"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}