Patagonia sues drag performer Pattie Gonia over trademark

Outdoor apparel company Patagonia has filed a trademark infringement lawsuit against drag performer and climate activist Pattie Gonia, a legal dispute that has escalated into a public controversy over branding, activism, and corporate responsibility. The lawsuit, filed in January in U.S. District Court for the Central District of California, alleges the performer’s name and commercial activities cause confusion with the established brand and harm its trademark.

Patagonia stated it initiated legal action after attempts to resolve the matter privately failed. The company said it met with the activist, whose legal name is Wyn Wiley, in 2022 and reached an agreement for Wiley to restrict use of fonts or designs mimicking Patagonia’s branding. According to the lawsuit, the conflict renewed in late 2024 when Wiley began selling apparel branded as Pattie Gonia and later filed a trademark application for the name related to clothing, marketing, and events. Patagonia argues it must enforce its trademarks consistently to protect its brand from all infringements, including from entities it opposes.

In public statements, Patagonia expressed regret over the lawsuit but said it has a...