Key facts
- Patagonia filed a lawsuit against drag queen Pattie Gonia for alleged trademark infringement.
- The lawsuit claims Gonia's use of her name on merchandise causes consumer confusion.
- Pattie Gonia, a climate activist with a large social media following, alleges Patagonia is trying to erase her activism.
- Patagonia previously contacted Gonia in 2022 and 2023 regarding her use of their branding and name.
- Gonia filed a trademark application for "Pattie Gonia" in September 2025 to sell apparel.
- Patagonia is seeking $1 in damages, though legal experts note fees could exceed $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 and announced by Gonia on May 27, claims that Gonia's use of her name on merchandise causes consumer confusion, potentially harming Patagonia's brand.
Pattie Gonia, whose given name is Wyn Wiley, is known for her climate activism and has a significant following on social media. She has been selling apparel and other products under the "Pattie Gonia" name, for which she filed a trademark application in September 2025. Patagonia asserts that consumer confusion is likely, even if actual confusion has not occurred, citing intellectual property law.
According to the complaint, Patagonia first contacted Gonia in 2022 about a fundraising collaboration and later in 2023 when she began selling merchandise. Gonia has criticized the lawsuit, calling it one-sided and accusing Patagonia of trying to erase her activism. The timing of her announcement shortly before Pride Month sparked backlash against the company, with supporters questioning why a climate-friendly brand would sue a climate activist.
Legal experts note that companies frequently sue to protect their trademarks, citing examples like McDonald's suing "McDental" and Starbucks suing "Sambucks." Patagonia itself has previously defended its brand against similar names. Trademark attorneys emphasize that protecting a brand name, even one derived from a geographic region like Patagonia, is crucial for preventing future disputes and maintaining brand integrity.
While Gonia has expressed willingness to drop her trademark application if Patagonia drops the suit, the company has stated it will only do so if Gonia ceases using their logo, font, and her name in connection with selling and promoting apparel. Gonia has agreed to stop using the logo and font but not her name.