Eminem is taking legal action against an Australian beach umbrella and bag company called Swim Shady.

In a petition filed with the U.S. Trademark and Copyright Office, and obtained by Rolling Stone , lawyers for Eminem (real name Marshall Mathers) said the name Swim Shady is “highly confusingly similar and/or legally identical in sight and sound” to Eminem’s famous Slim Shady moniker. He’s had the nickname trademarked since the Nineties, using it for everything from merch and live performances to his record label and several albums, including his most recent, The Death of Slim Shady .

Swim Shady filed their trademark application last year, and according to online records, they received a registration certificate on Sept. 23. Eminem’s lawyers filed their petition for cancellation a

See Full Page