Patagonia sues drag queen and activist Pattie Gonia for trademark infringement
A legal dispute is underway between the sportswear and accessories brand Patagonia and the American drag queen Pattie Gonia. On January 21_ Patagonia filed a trademark infringement lawsuit against Pattie Gonia_ citing a need to respect intellectual property.
Patagonia stated in its complaint at the federal court of California that the artist_ whose birth name is Wyn Wiley_ uses the name Pattie Gonia_ which is phonetically similar to the brand's name_ on clothing and for advertising services that overlap with those of the brand_ including “motivational speaking services in support of environmental sustainability” and “organising and conducting trail and trekking events”.
Pattie Gonia is the founder of the Queer Outdoor and Environmental Job Board. This is a free tool dedicated to helping queer individuals find employment_ thereby diversifying these professional sectors.
In trademark law_ when names are very similar and the goods or services overlap_ courts generally find a likelihood of consumer confusion. “While we would have preferred to avoid this action_ and have actively engaged with Pattie for several years to prevent it_ we had to take action to protect the brand we have built over the past 50 years_” the company explained in a statement.
“We are not against art_ creative expression or commentary on our brand. We want Pattie to have a long and successful career and make progress on important issues. However_ this must be done in a way that respects Patagonia's intellectual property and our ability to use the brand to sell products and support environmental causes. For over three years_ Patagonia maintained an open dialogue with Pattie Gonia to discuss how she could continue her environmental and social advocacy_ brand contracts and other work without infringing on our trademarks. We believed we had reached an agreement_ and for a time_ it worked_” the management stressed.
According to the company_ at the end of 2024_ Pattie Gonia began selling 'Pattie Gonia' branded clothing online and continued to create and use versions of Patagonia's logo. “Our attempt to contact Pattie to ask her to abide by the agreement was rejected. A subsequent note_ asking to discuss possible ways forward_ went unanswered. Then_ in September 2025_ Pattie Gonia filed a trademark application for the exclusive right to use the name _Pattie Gonia_ to sell clothing; promote environmental activism; conduct online marketing and sponsorships; and more. These rights would directly overlap with the work we do and the products we provide_ for which we have long-standing rights and trademark registrations_” Patagonia explained.
“To maintain our rights_ we must prevent others from copying our trademarks and logos. If we failed to do so_ we would risk losing the ability to defend our trademarks altogether. To be clear_ we cannot pick and choose when to enforce our rights based on whether we agree with a particular viewpoint. Inconsistent enforcement could prevent us from stopping entities like oil and gas lobbies_ counterfeiters_ hate groups or other malicious actors from using the Patagonia name and logo_” the company further stressed.
“For these reasons_ Pattie Gonia's commercial use of a name that is nearly identical to ours_ including as a trademark for environmental activism_ and her application to register for the exclusive right to use that name in the future_ pose long-term threats to the Patagonia brand and our activism_” the statement concluded.
According to Lux Juris_ Patagonia is seeking symbolic damages of one dollar. The primary remedies requested are injunctive. These include an order preventing the further use of Pattie Gonia_ the refusal or cancellation of the trademark application_ the destruction of counterfeit merchandise and a permanent injunction against future similar uses. The case is therefore set up as a brand protection action rather than a claim for damages.