American rapper Eminem will not be able to sell certain items from his clothing brand “Shady Limited” in Australia after Australian authorities ruled in favor of the local beachwear company “Swim Shady” in a legal dispute with the singer, amid another similar case in the U.S.
The Australian Trademark Registrar ruled in a decision released yesterday that in Australia, “Shady Limited” is primarily associated with the artist’s nickname and his musical career, rather than with fashion, following a trademark dispute filed last year due to the similarity of the names.
Eminem, whose real name is Marshall B. Mathers III, will not be able to sell clothing, shoes, hats, bags, or leather goods under the “Shady” brand in Australia starting August 1, but he will retain the brand for other categories, such as music and electronics.
The artist must also cover ‘Swim Shady’s’ legal fees, although the decision may be appealed until July 22.
The co-founders of the Australian brand, Jeremy Scott and Elizabeth Afrakoff, welcomed the decision on Thursday, but noted that “it’s just one step,” as “there are still issues to be resolved” because “Swim Shady” continues to defend its intellectual property rights “internationally.”
The fact is that the two parties are also involved in a dispute in the United States. Last November, the rapper filed a request to cancel the Australian trademark in the U.S. market, a proceeding that was put on hold at the request of “Swim Shady” while the litigation in Australia was being resolved.
‘Swim Shady,’ based in Sydney and originally launched under the name ‘Slim Shade,’ officially hit the market in December 2024 with a line of beach products, including portable umbrellas and sun-protective bags.
The company filed for the trademark in Australia in March 2024, and Eminem’s team filed an opposition in October of that same year.
In early 2025, “Swim Shady” filed for trademark protection for his label in the United States, which was granted before the rapper filed his opposition in a second legal proceeding.
Eminem, who rose to fame in the 2000s, often uses “Slim Shady” as his “alter ego,” and one of his best-known hits is “The Real Slim Shady,” whose lyrics state that “everyone imitates him.”
The clothing brand “Shady Limited” was launched in 2003 by the rapper, who specializes in streetwear and hip-hop style, according to Agencia EFE.
