Eminem is pursuing legal action against an Australian beach umbrella and bag company known as Swim Shady.
In a petition submitted to the U.S. Trademark and Copyright Office, and reviewed by Rolling Stone, Eminem’s attorneys (representing Marshall Mathers) argued that the name Swim Shady is “highly confusingly similar and/or legally identical in sight and sound” to Eminem’s long established Slim Shady nickname. He has held a trademark for the moniker since the Nineties and has used it for everything from merchandise and live shows to his record label and several albums, including his newest release, The Death of Slim Shady.
Swim Shady filed for their trademark last year, and public records indicate they received a registration certificate on Sept. 23. Eminem’s legal team submitted their petition to cancel the mark several days later on Sept. 29.
In addition to noting the similarities, the petition stated that the Slim Shady name is so widely recognized that the Swim Shady mark “points uniquely and unmistakably” to Eminem’s brand. The filing also claimed that the Swim Shady trademark is “likely to be confused with and mistaken for” Eminem’s marks and could create a “false association” between the company and the rapper.
Attorneys for both Eminem and Swim Shady did not immediately respond to Rolling Stone’s requests for comment. Swim Shady has sixty days to reply to Eminem’s petition.
This is not the first time Eminem has moved to protect his trademarks. He previously challenged a clothing company called “Shadzy,” a sunglasses brand named “Shady Character,” and more recently opposed Real Housewives stars Gizelle Bryant and Robyn Dixon in their effort to trademark their podcast title, Reasonably Shady. (That case is still active.)
COMMENTS
Leave a comment