Eminem has lost one part of a trademark dispute with an Australian beachwear brand. The ruling removes some protections for his trademarks in Australia.
The Australian Registrar of Trade Marks ruled in favor of Swim Shady, a Sydney-based company launched in 2024. Adjudicator Benjamin Goldsworthy found that Eminem’s Shady and Shady Limited trademarks had not been used in categories such as clothing and footwear during the relevant period.
Protection for those trademarks will be removed from August 1, though Eminem keeps rights in areas including music and electronics. Swim Shady sells towels, shades, bags and shorts.
Jeremy Scott, who founded the brand with Elizabeth Afrakoff, said he and his partner were delighted with the outcome. Eminem’s legal team has until July 22 to appeal.
The decision forms one strand of a wider dispute, with Eminem also opposing Swim Shady applications in the United States, the United Kingdom and Japan.
