US rapper Eminem is taking aim at a Sydney beachwear brand named Swim Shady for getting a little too close to his famous alter ego, Slim Shady. Yes — it’s Rapper versus Beach Umbrella.
Shady Business Down Under
Slim Shady’s lawyers reckon the Aussie company is creating a false association, presumably suggesting Eminem has branched out from award-winning albums into stylish sun protection. To be fair, the bloke is quite pale. A beach umbrella collaboration would not be the strangest thing.
Swim Shady, which began life under the even cheekier name Slim Shade, says it will defend our valuable intellectual property because nothing says Aussie spirit like going toe to toe with a millionaire rapper over portable beach gear.
Trademark Tussles and Sun Smart Shenanigans
The brand launched officially in twenty twenty four and sells umbrellas, bags, and other ways to survive the blistering Aussie sun without turning into a lobster. It even secured a US trademark before Eminem’s team swooped in to cancel it faster than you can say guess who’s back.
Meanwhile, Slim Shady only filed his Australian trademark this year.
A Familiar Tune
If this all sounds reminiscent of Katy Perry versus Katie Perry, that is because Australia seems to love a good celebrity name brawl. Stay tuned, because this one is shaping up to be a proper David and Goliath story if Goliath rapped and David sold beach umbrellas.
