Eminem has lost a trademark fight in Australia against an Australian swimwear label he argued was too close to the name of his famous alter ego, Slim Shady.
Over the years, the rapper has been protective of that branding and has taken legal action when he believed other names or products crossed the line.
His latest challenge involved Sydney-based brand Swim Shady, a business launched after South Sydney Rabbitohs executive Jeremy Scott and his partner Elizabeth Afrakoff registered the trademark in 2024.
Eminem objected to the name in court, arguing that it was
“highly confusingly similar and/or legally identical in sight and sound”
to the identity tied to his stage persona.
But the Australian Registrar of Trade Marks ruled in favour of Swim Shady on July 1, 2026, trimming back Eminem’s rights in Australia rather than blocking the beach brand entirely.
Registrar of Trade Marks Benjamin Goldsworthy found that Eminem’s “Shady” branding was used mainly in connection with his Slim Shady persona and music career, rather than as a standalone product trademark for the kinds of goods Swim Shady sells.
He also found there were only a small number of Australian sales on record, and that those sales fell outside the relevant period.
As a result, Eminem’s trademarks will lose coverage for clothing, footwear, headgear, bags and leather goods from August 1, although he retains “Shady” for other categories including music and electronics.
Eminem has also been ordered to pay Swim Shady’s legal costs, and his team has until July 22, 2026 to appeal.
Swim Shady sells beach-related products such as towels, swimwear and bags.
After the decision, the founders said:
“We’re grateful for the careful consideration the Delegate has given to the evidence and are extremely pleased with the outcome.
“While this is an important milestone for Swim Shady, it is one step in the broader trade mark proceedings, and we recognise there are still matters to be resolved.”
The pair had earlier described the legal fight as a classic ‘David and Goliath’ battle.
In an earlier statement in the Daily Mail, they said:
“Defending Swim Shady has always been the only option for us.
“It may be seen as a David v Goliath situation, but we strongly believe in what we’ve built and that we’re on the right side of this. We now look forward to the outcome.”
Scott also spoke previously about how surprised he was when the legal action landed, saying he initially felt
‘just disbelief’.
“We have followed the right process from the start,” he said. “How could this happen?
“We got it approved through the normal processes. Then suddenly you have one of the world’s biggest international superstars slide into your inbox.”
The Australian dispute is only one part of a wider international trademark battle. Eminem has also challenged Swim Shady in the US, the UK and Japan, while the company has sought to pause some overseas proceedings until the Australian case was resolved.