Eminem Sends Swim Shady a Cease-and-Desist: There’s Only One Shady 

Marshall Mathers (aka Eminem) has once again shown the world that when it comes to the “Slim Shady” brand, he doesn’t just defend it, he obliterates anything that comes too close. 

In September 2025, the USPTO granted Sydney-based beachwear label “Swim Shady” its U.S. trademark. But before the ink could dry, Eminem’s legal team hit the CANCEL button. Their argument? 

• Likelihood of confusion 

• False endorsement 

• And the simple truth: There’s only one Shady, Slim Shady. 

At the same time, they filed an opposition against Swim Shady’s Australian trademark application and even fast-tracked their own “Slim Shady” registration in Australia in January 2025, sealing every loophole. 
This is textbook proactive IP strategy, executed at rap speed. 

And this isn’t Eminem’s first trademark mic-drop moment. 
🎤 Remember when he walked away with NZ$600,000 after New Zealand’s National Party copied “Lose Yourself”? 
🎤 Or the ongoing, much talked-about “Reasonably Shady” podcast opposition? 

This time, the beachwear brand tried to fight back with non-use cancellation actions against Eminem’s older Australian marks (“Shady” and “Shady Limited”). This is their way of fighting back, if they can remove Eminem’s earlier rights in Australia, it becomes easier for them to keep their own “Swim Shady” registration. But when you take a swing at a global superstar with a famously litigious alter ego, you’d better be ready for the legal waves coming your way. 
 
Even small lifestyle brands are learning the hard way, playing too close to a celebrity’s well-protected persona can turn a sunny business dream into a full-blown IP storm. 

Need help protecting your trademark? 
Confused about classes, filings, or objections? Our trademark team supports name searches, registration, and brand protection. 
Learn more: https://www.draftncraft.com/trademark-services/ 

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