Patagonia Files Trademark Infringement Lawsuit Against Drag Queen Pattie Gonia
Outdoor apparel brand Patagonia has initiated a lawsuit against climate activist and drag queen Pattie Gonia, whose given name is Wyn Wiley, seeking $1 for alleged trademark infringement. The company claims Pattie Gonia's sale of merchandise under her name confuses consumers, a key element in trademark law where the likelihood of confusion can be sufficient for a successful claim. Pattie Gonia, known for her climate activism and significant social media presence, publicly criticized the lawsuit, labeling the complaint as one-sided and a misrepresentation of facts. Experts note that legal fees for such cases could significantly exceed the $1 sought, potentially surpassing $1 million.
Patagonia has filed a lawsuit against drag queen and climate activist Pattie Gonia (Wyn Wiley), alleging trademark infringement and seeking $1 in damages. The outdoor apparel company asserts that Pattie Gonia's sale of clothing and other products under her name creates consumer confusion.
Pattie Gonia, based in Bend, Oregon, is recognized for her environmental advocacy, including educational videos on climate change and the "Save Her! Environmental Drag Show." She has a combined following of nearly 3 million on TikTok and Instagram.
According to the complaint filed on January 21, Patagonia previously contacted Pattie Gonia in 2022 regarding a fundraising collaboration. At that time, the company requested that she not sell products featuring the Patagonia logo, font, or the name "Pattie Gonia." The company followed up after Pattie Gonia began selling clothing with her name on it, leading to the lawsuit.
In September 2025, Pattie Gonia filed a trademark application for her name, intending to sell apparel among other items. She announced and criticized the lawsuit on May 27, describing the complaint as one-sided and alleging it misrepresented facts and her personal integrity.
Tim Holbrook, an intellectual property professor at the University of Denver, noted that actual consumer confusion is not required to win a trademark infringement suit; the likelihood of confusion is sufficient. The complaint reportedly includes screenshots illustrating instances of alleged consumer confusion.
Companies frequently pursue legal action to protect their trademarks. Examples include McDonald's suing "McDental" and Starbucks suing "Sambucks." Patagonia itself has previously challenged other brands like "Catagonia" and "Fratagonia" for trademark similarities. Carmel Imani, a trademark lawyer, highlighted that securing a trademark for names similar to existing brands often faces a high bar.
(Source: Fortune)
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