Eminem has legally lost a major international trademark battle in Australia.
The Detroit emcee attempted to block Sydney-based beachwear startup Swim Shady, but Australian Registrar of Trade Marks Benjamin Goldsworthy ruled Eminem failed to demonstrate “actual control” or active commercial use of his “Shady” apparel trademarks in Australia. The ruling removes merchandising protections for clothing, footwear, bags and leather goods from August 1.
The decision noted Eminem did not apply to trademark “Slim Shady” in Australia until January 2025 — one month after Swim Shady launched in December 2024. Swim Shady, founded by Jeremy Scott and Elizabeth Afrakoff, sells premium beach umbrellas, swim bags, towels, and shorts through 50+ retail locations. Eminem’s team argued the name was “highly confusingly similar” to Slim Shady. He has until July 22 to appeal and is also challenging in the US, UK and Japan.
