The company’s name was registered in September 2023, according to Australia’s business regulator, having originally launching under the name Slim Shade. It officially launched in 2024.
The brand sells portable beach umbrellas, swim bags and other beach accessories.
Earlier this year, the brand filed a trademark in the US for the term “Swim Shady”, which was granted. Shortly afterwards, Eminem’s team filed a petition to cancel the trademark.
Eminem has also filed an opposition to the brand’s name in Australia.
“Swim Shady is a grass roots 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,” the company said, adding that it could not comment further due to the ongoing legal case.
Court documents show Eminem trademarked the name Slim Shady in the US in 1999 with the release of the eponymous album. However, he only filed a trademark for the Slim Shady name in Australia in January 2025.
Eminem shot into fame in 2000 with the release of his hit single The Real Slim Shady, which earned him a Grammy for best rap solo performance.
His lawyers said the name has become “distinctive and famous” and exclusively associated with his rap career.
Sydney intellectual property legal specialist firm Meyer West IP is listed as Swim Shady’s legal representative.
Last year, an Australian court overturned an earlier ruling that US pop star Katy Perry infringed on the trademark of Australian designer Katie Perry.
The Australian designer sold clothes under her birth name and had accused the California Girls singer of trademark infringement when she sold merchandise during her 2014 Australian tour.
Katie Perry compared the legal clash at the time to a David and Goliath showdown.
