Eminem loses legal battle in Australia over 'Shady' brand

American rapper Eminem has been barred from selling certain clothing items under his "Shady Limited" brand in Australia following a legal ruling. Australia's Trade Marks Registrar decided in favor of the local beachwear company "Swim Shady" in a trademark dispute, stating that in Australia, "Shady Limited" is primarily associated with Eminem's music career, not fashion. The ruling, disclosed recently, means Eminem cannot sell apparel, footwear, hats, bags, or leather goods under the "Shady" name in Australia starting August 1. However, he retains the rights to use the brand for music and electronics. The artist is also required to cover "Swim Shady's" legal costs, though the decision can be appealed until July 22. "Swim Shady" co-founders Jeremy Scott and Elizabeth Afrakoff welcomed the ruling but noted it is just one step in ongoing legal matters. The Australian firm, based in Sydney and originally named "Slim Shade," launched its beach product line in December 2024. It applied for its trademark in Australia in March 2024, with Eminem's team opposing it in October of the same year. A parallel dispute is also underway in the United States, where Eminem sought to cancel the Australian company's trademark in November. That U.S. proceeding is currently on hold pending the outcome of the Australian litigation. "Swim Shady" had previously secured trademark protection in the U.S. before Eminem filed his opposition there.

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it is only one step, as there are still matters to resolve