Eminem faces legal setback over Australian trademark dispute. Swim Shady, a beachwear brand founded by Jeremy Scott and Elizabeth Afrakoff in Sydney in 2024, won against the rapper.
Eminem claimed “Swim Shady” was too similar to his alter ego Slim Shady, potentially misleading customers about product links to him. However, the Australian Registrar of Trade Marks ruled that Eminem’s registered trademarks ‘Shady’ and ‘Shady Limited’ were not used in Australia for several categories during required periods.
This led to removal of trademark protection for clothing, footwear, bags, and leather goods from August 1. Eminem retains rights in music and electronics. The Registrar noted Slim Shady wasn’t trademarked until January 2025, after Swim Shady began trading.
Swim Shady’s co-founder Jeremy Scott welcomed the decision as a significant step in the case. Eminem’s legal team has until July 22 to appeal. Additionally, the rapper is challenging Swim Shady’s trademarks in the US, UK, and Japan.