saying its name is too similar to his trademarked rap pseudonym Slim Shady. In September, Eminem – whose real name is Marshall B Mathers III – filed a petition to the US Patent and Trademark Office, calling for it to cancel a trademark that was granted to the company. US law requires the company to respond to the petition by next week. The 53-year-old rapper's lawyers accused the Sydney-based brand of creating a "false association" with Eminem. Swim Shady told the BBC in a statement that it would "defend our valuable intellectual property". The company's name was registered in September 2023, according to Australia's business regulator, having originally launching under the name Slim Shade. It officially launched in 2024. The brand sells portable beach umbrellas, swim bags and other beach accessories. Earlier this year, the brand filed a trademark in the US for the term "Swim Shady", which was granted. Shortly afterwards, Eminem's team filed a petition to cancel the trademark. (BBC)