'THAT'S JUST SHADY'

US rapper Eminem sues Aussie beachwear brand after 'ripping off' alter ego

- BY BERNELEE VOLLMER

LOOKS like someone woke up on the wrong side or should it be the Sh-side of the bed, because Eminem is not playing when it comes to his name and his legacy.

The rapper has officially taken legal action against Australian beach brand Swim Shady, filing a petition to cancel its trademark after it was approved by the United States Patent and Trademark Office in September.

While some of us are thinking this is a dramatic celebrity tantrum moment, the truth is that it's a calculated move to protecting a well-established brand.