American hip hop legend takes legal action over Aussie mom-and-pop company over likeness to his Slim Shady alter ego.

Eminem (aka Slim Shady) and Dr. Dre, seen here at the 1999 MTV Music Awards. Getty Images

A legal battle is underway, down under, as hip hop icon Eminem has filed a lawsuit against an Australian mom-and-pop company over trademark infringement.

The brand, Swim Shady, makes chic, personal, compact umbrellas for beachgoers. And Eminem – aka Marshall Mathers – has claimed that the name is unmistakably similar to his infamous rap alter ego, Slim Shady. Thus, he’s taking them to court.

It’s not the first time the American rapper has gone to court for the usage of his name, or his music, without his expressed permission.

“Just a mate trying to start a nice business family business, trying to help out with their beach needs, the big fella is not liking it,” former NRL player and ambassador for the Swim Shady brand David Williams told 9News. “They’ve done everything the right way, they’ve gone down the right systems to secure their business and their name.”

Jeremy Scott and his partner Elizabeth, two entrepreneurs from Sydney’s Northern Beaches, created the company last year. According to their website, Jeremy, “brings a fresh perspective to beach life, driven by a passion for creating innovative and practical solutions that enhance the coastal experience.” And Elizabeth: “Recognizing that many beachgoers, like herself, struggled to find practical shade options, she was driven to create a solution that makes sun protection more accessible.”

Previously, Eminem sued Meta for using his songs across their platforms – Facebook, Instagram, WhatsApp – for $100 million. He also took a New Zealand political party to court in 2017, after they used a track in an ad that bore resemblance to his 2002 hit, “Lose Yourself.” In that case, the rapper came away with a $600,000 settlement.

It’s also not the first time, recently, that a mainstream musician has got into a legal battle with the niche surf and ocean-related hard goods world. Earlier this year, Lady Gaga was sued by Matt Biolos of …Lost Surfboards for her Mayhem tour and album logo – one which closely resembled the insignia of Biolos’ boards, which he copyrighted in 2015.

Reportedly, the Swim Shady founders plan to fight Eminem in this legal battle.