Eminem Files Trademark Infringement Lawsuit Against Sydney Beach Brand

Hip hop icon Eminem has set his sights on a Sydney beach company, filing a lawsuit due to claims of trademark infringement.

According to The Herald Sun, the 53-year-old rapper (who was born Marshall Mathers and rose to fame in the ‘90s alongside his violent Slim Shady alter ego) has launched legal action against Northern Beaches brand Swim Shady, claiming it has an undeniable link to his trademarked pseudonym.

The company, which was launched in December 2024 by former South Sydney Rabbitohs sponsorship manager Jeremy Scott and his partner Elizabeth, sells a number of beach related products, including swim bags, towels, and shorts, alongside its flagship product, the Swim Shady beach umbrella.

Speaking to the publication, Jeremy Scott explained that the prevailing feeling within the company is one of “disbelief.”

“We have followed the right process from the start, how could this happen?” he asked. “We got it approved through the normal processes. Then suddenly you have one of the world’s biggest international superstars slide into your inbox.
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“It’s hard to fathom really. We‘re a beach shade in Australia — how can that get the eye or focus of an international rap singer. It’s hard to work out.”

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The publication also pointed out that at the time of Swim Shady’s launch, Eminem held two Australian trademarks by way of Shady and Shady Limited, but did not file an application to trademark Slim Shady in Australia until a month after the company’s launch.

Speaking to 9 News, David Williams – a former Manly Sea Eagles NRL player and model for the brand – echoed Scott’s feeling of disbelief.

"Just a mate trying to start a nice business family business, trying to help out with their beach needs, the big fella is not liking it," he explained. "They've done everything the right way, they've gone down the right systems to secure their business and their name."

One of the world's most famous rappers, Eminem is well known for protecting his image and brand.

In 2017, he was victorious in a case against the New Zealand National Party, where the High Court found the political group guilty of breaching copyright by using the rapper's iconic track Lose Yourself in 2014 election advertisements.

Earlier this year, another copyright infringement lawsuit was filed by Eminem‘s publishing company Eight Mile Style against Meta, claiming that his music had been distributed across the company's myriad social media platforms without proper licensing permissions.