Key facts
- Patagonia is suing drag queen Pattie Gonia for alleged trademark infringement.
- The lawsuit claims Gonia's use of her name and logo on merchandise causes consumer confusion.
- Pattie Gonia, a climate activist, alleges Patagonia is trying to erase her activism.
- Patagonia initially contacted Gonia in 2022 about a collaboration and later in 2023 regarding merchandise sales.
- Gonia filed a trademark application for "Pattie Gonia" in September 2025.
- Patagonia is seeking $1 in damages, with potential legal fees exceeding $1 million.
Outdoor apparel company Patagonia has filed a lawsuit against drag queen and climate activist Pattie Gonia, alleging trademark infringement. The suit, filed on January 21, claims that Gonia's use of her name and logo on merchandise creates consumer confusion, a claim Gonia disputes, stating the brand is attempting to erase her activism.
Pattie Gonia, whose given name is Wyn Wiley, is known for her climate activism and has a significant following on social media. She has created educational content on climate change and organized environmental drag shows. Patagonia asserts that Gonia's branding infringes on its trademark, potentially confusing consumers. Intellectual property experts note that actual consumer confusion is not required for a trademark infringement suit; likelihood of confusion is sufficient.
Patagonia stated it first contacted Gonia in 2022 regarding a fundraising collaboration with Hydroflask and later followed up in 2023 when she began selling her own merchandise. Gonia filed a trademark application for "Pattie Gonia" in September 2025, several months before Patagonia filed its lawsuit. Gonia has called the complaint one-sided and a misrepresentation of facts and her integrity.
Companies frequently sue to protect their trademarks, with examples including McDonald's suing "McDental" and Starbucks suing "Sambucks." Patagonia itself has previously defended against similar names like "Catagonia" and "Fratagonia." Trademark attorneys explain that such actions are often taken to establish a precedent and prevent future disputes over similar brands and goods.
The lawsuit has drawn swift backlash from Gonia's supporters, who have criticized Patagonia for taking action against a queer climate activist. Some have publicly donated Patagonia clothing in protest. While some initially sided with Gonia, upon reading the complaint, others, like researcher Cleo Schroer, found Patagonia's claims to be accurate and not an attempt to silence a queer activist.
Patagonia, named after the diverse region in southern Chile and Argentina, secured its trademark for the name. Trademark law allows protection for geographic region names, citing examples like "Chevy Tahoe" and "Arizona Tea Company." The company has built its brand since 1973, targeting outdoor enthusiasts.
Both sides have shown some willingness to resolve the dispute. Gonia has offered to withdraw her trademark application if Patagonia drops the lawsuit. Patagonia has acknowledged the hurt the suit may have caused, particularly within the LGBTQ+ community, but stated the suit would only be dropped if Gonia ceases using their logo, font, or name for commercial purposes.