Eminem is taking legal action against an Australian beach brand over alleged trademark infringement.

The Real Slim Shady has launched a trademark petition against Australian brand Swim Shady, alleging that its name veers too close to his trademarked alter ego.

In his petition to the United States Patent and Trademark Office to cancel the company’s US trademark, the legendary rapper argued that its name could lead the public to believe he’s associated with the company.

In a statement to The Guardian , Swim Shady’s owners, Jeremy Scott and Elizabeth Afrakoff, promised that the company will fight Eminem’s claims: “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.”

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