Patagonia sues drag performer and activist Pattie Gonia for trademark infringement

Patagonia has sued the drag performer and environmental activist Pattie Gonia, alleging trademark infringement and claiming that the name and branding could confuse consumers. The case pits the outdoor apparel company against a well-known queer climate advocate whose work often blends performance, activism, and merchandise.

According to reporting from the BBC and The Independent, Patagonia says the performer, whose legal name is Wyn Wiley, used branding tied to Pattie Gonia in ways that overlap with the company’s business, including clothing and promotional activity. The company also argues that some of that use could create the false impression of an endorsement or connection with Patagonia.

The dispute has become public because Pattie Gonia is pushing back. The Independent reported that the activist has called on Patagonia to drop the lawsuit and “let’s make peace,” framing the conflict as a clash between a major brand and an environmental advocate whose work has supported climate action and LGBTQ rights. That public appeal suggests the dispute is not only about trademark law, but also about the relationship between activism, identity, and commercial branding.

Patagonia’s legal argument, as summarized by the BBC, is that Pattie Gonia broke a prior agreement not to use the company’s branding in merchandise. A separate legal summary cited in the search results says the company has also argued that the performer’s name and activities could be seen as confusingly similar to its own, especially because Pattie Gonia uses the brand in settings that include motivational speaking about environmental sustainability and organizing hiking events.

The broader significance is that the case highlights how trademark law can collide with public personas built around parody, performance, or activism. For Patagonia, protecting its name is part of preserving control over a brand that has long been associated with outdoor culture and environmental advocacy. For Pattie Gonia, the dispute raises questions about how far an independent activist brand can go when its purpose and audience overlap with a famous corporate identity.

What happens next will likely depend on whether the sides can settle or whether the case moves deeper into court. For now, the lawsuit has drawn attention because it involves two figures with strong environmental identities, but very different claims to the same cultural space.