Eminem is taking legal action against an Australian beach brand over alleged trademark infringement.
The Real Slim Shady has launched a trademark petition against Australian brand Swim Shady, alleging that its name veers too close to his trademarked alter ego.
In his petition to the United States Patent and Trademark Office to cancel the company’s US trademark, the legendary rapper argued that its name could lead the public to believe he’s associated with the company.
In a statement to The Guardian, Swim Shady’s owners, Jeremy Scott and Elizabeth Afrakoff, promised that the company will fight Eminem’s claims: “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.”
Eminem and Swim Shady’s legal fight also extends to Australia. Until this past January, Eminem only held trademarks there for Shady and Shady Limited, and Swim Shady filed a non-use applications alleging that he hadn’t consistently used either mark.
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Swim Shady sells beach umbrellas, towels, swim bags, and shorts. The Australian company does not, in fact, sell albums, mixtapes, or mom’s spaghetti.