Eminem Seeks to Block Australian ‘Swim Shady’ Brand, Claims Name Is Too Close to His

American rap superstar Eminem has filed a petition with the United States Patent and Trademark Office (USPTO) seeking to cancel the trademark of an Australian beachwear company operating under the name “Swim Shady.”

According to documents obtained by TMZ, Eminem , whose iconic alter ego “Slim Shady” has been central to his brand for over two decades  argues that the Australian company’s name is too similar to his own trademark and could mislead the public. The filing states that the resemblance between “Slim Shady” and “Swim Shady” may cause “damage and injury,” particularly by creating the false impression that the rapper is associated with, endorses, or produces the brand’s products.

The rapper’s legal team further contends that altering just one letter is insufficient to differentiate the two names, adding that Eminem maintains “premium quality standards” for his own merchandise and wants to avoid confusion among consumers.

If successful, the legal action could force the Australian brand to discontinue the use of the name.

In response, Swim Shady issued a brief statement to TMZ, saying:
“Swim 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. 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.”

The case is now pending before the USPTO.