Eminem takes his brand seriously. So seriously that he's going after an Australian beach company called SWIM SHADY.
Eminem filed a petition with the U.S. Patent Office, asking them to cancel Swim Shady's U.S. trademark. He thinks the name could lead the public to believe he's associated with the company.
But Swim Shady isn't rolling over. The company says, quote, "Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun. We will defend our valuable intellectual property."
The company sells stuff like beach umbrellas, towels, swim bags, and shorts.
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