Patagonia’s Trademark Dispute with Drag Queen Pattie Gonia Explained
Days before Pride Month, Pattie Gonia, a drag queen known for climate activism, accused Patagonia of trying to erase activists. The brand sued Pattie Gonia, whose real name is Wyn Wiley, for trademark infringement, seeking $1. Legal experts estimate fees could exceed $1 million.
Why Patagonia Is Suing
Pattie Gonia, based in Bend, Oregon, has a large following for her environmental advocacy. Patagonia claims her use of the name for apparel confuses consumers. Trademark expert Tim Holbrook notes that consumer confusion doesn’t need to be proven, only likely. The lawsuit followed a 2025 trademark application by Pattie Gonia.
The company previously contacted Gonia in 2022 regarding collaboration concerns and reiterated their stance three years later.
Trademark Precedents
It is common for brands to protect their trademarks. Cases like McDonald’s suing “McDental” and Starbucks against “Sambucks” illustrate this practice. Trademark lawyer Carmel Imani highlights the difficulty of trademarking a name similar to existing brands.
By allowing similar brands with similar goods, “are we setting a precedent that we can’t reverse?” asks trademark attorney Lara Pearson.
Reactions to the Lawsuit
The lawsuit sparked backlash, with supporters questioning Patagonia’s actions against a queer activist. Some supporters even donated Patagonia items in protest. Cleo Schroer, a researcher, later felt the allegations were inaccurate after reading the complaint.
Patagonia’s Global Influence
The brand’s name, taken from a region in South America, highlights diverse landscapes. Trademark attorney Josh Gerben notes the ability to protect such geographic names, using examples like Chevy Tahoe and Arizona Tea.
Ongoing Dispute and Possible Resolutions
If Pattie Gonia’s trademark application is approved, Patagonia can oppose it. Although both parties have discussed potential resolutions, reaching an agreement could avoid prolonged litigation.
Pattie Gonia has shown willingness to compromise but would not cease using her name for products. Patagonia’s Corley Kenna expressed an openness to resolving the issue. Trademark attorney Gerben believes a court-avoidant agreement offers certainty for both sides.
The Associated Press provides coverage, supported by the Walton Family Foundation, on climate and environmental issues.