Hip-Hop celebrity Eminem is difficult Australian entrepreneurs over the seaside model trademark similarity to his iconic persona.

Eminem launched a trademark battle in opposition to a Sydney couple’s seaside model after their “Swim Shady” title caught the eye of the Hip-Hop icon’s authorized group.

The Detroit rapper, whose actual title is Marshall Mathers, filed opposition proceedings by IP Australia and initiated cancellation efforts in US courts in opposition to Jeremy Scott and Elizabeth Afrakoff’s seaside shade firm.

Scott, a former sponsorship supervisor on the South Sydney Rabbitohs, expressed bewilderment at discovering himself in authorized crosshairs with one in all music’s largest stars.

“Just disbelief. We have followed the right process from the start, how could this happen?” Scott advised The Daily Telegraph. “We got it approved through the normal processes. Then suddenly you have one of the world’s biggest international superstars slide into your inbox.”

The couple launched their Swim Shady model in December 2024, specializing in seaside shades and swimwear merchandise.

Their enterprise has expanded to 50 retailers nationwide from Noosa to Port Douglas, with worldwide distribution starting in South Africa. The model secured trademark safety underneath the Madrid Protocol throughout the United States, the European Union, China and Japan.

Eminem holds two present Australian emblems for “Shady” and “Shady Limited” and filed an utility to trademark “Slim Shady” in Australia this January.

The rapper’s authorized group argues the “Swim Shady” title creates confusion together with his established “Slim Shady” persona, which has been central to his profession for the reason that late Nineteen Nineties.

Scott and Afrakoff conceived their seaside model concept 4 years in the past, specializing in distinctive seaside shade merchandise. Former Manly Sea Eagles legend David “Wolfman” Williams has modeled swim shorts for the increasing enterprise.

“It’s hard to fathom really. We’re a beach shade in Australia — how can that get the eye or focus of an international rap singer. It’s hard to work out,” Scott acknowledged.

The trademark dispute pits the couple’s rising Australian enterprise in opposition to Eminem‘s reported $250 million web value and established world model recognition.

Legal proceedings proceed in each Australian and US jurisdictions as each events defend their respective trademark claims.

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