Eminem claims consumers may mistakenly think he is linked to the Sydney beach brand – but Australia is no stranger to lawsuits from US rappers

Eminem has launched legal action against the Australian beach brand Swim Shady, alleging its name is too close to that of his trademarked alter ego, Slim Shady.

The 53-year-old rapper, real name Marshall B Mathers III, filed a petition to cancel Swim Shady’s US trademark days after it was successfully granted by the United States Patent and Trademark Office (USPTO) in September.