Eminem has taken legal action against Sydney-based beach company Swim Shady, alleging the brand’s name infringes on his trademarked rap alter ego Slim Shady, the BBC reports.

The Rock and Roll Hall of Famer’s attorneys contend that the beach brand may create confusion between Eminem and Swim Shady’s products, which include beach umbrellas, swim bags, towels and other beach accessories.

According to the outlet, Eminem’s team filed a petition to cancel Swim Shady’s U.S. trademark days after the United States Patent and Trademark Office granted it in September. The rapper also filed an opposition to the company’s Australian trademark in October, claiming infringement in that country.

Swim Shady owner Jeremy Scott stated his company plans to fight the legal challenge, with Scott saying th

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