Patagonia Sues Drag Queen Pattie Gonia Over Trademark Dispute

Outdoor apparel giant Patagonia is heading to federal court. They have filed a trademark infringement lawsuit against environmental activist and drag queen Pattie Gonia. The lawsuit claims the performer's name and branding cause significant consumer confusion.

Wyn Wiley is the person behind the Pattie Gonia persona. Wiley is a well-known environmentalist and LGBTQ advocate who has partnered with major brands like REI and The North Face. Patagonia says they have spent 50 years building their brand and must protect its integrity.

The company alleges that Wiley agreed back in 2022 to limit the use of the name on physical products. They claim this agreement was memorialized in email exchanges. However, Patagonia says Wiley recently began selling "Pattie Gonia" branded apparel online.

The lawsuit specifically cites a "Pattie Gonia Hiking Club" line of clothing. It also mentions gloves and tops that allegedly feature imitations of the famous Patagonia mountain logo. Patagonia claims these products falsely imply an official collaboration or endorsement.

The legal action follows a trademark application filed by Wiley's team in September 2025. This application sought exclusive rights to use the name for apparel and environmental activism services. Patagonia believes this would overlap directly with their existing trademarks.

Patagonia states that it respects Wiley’s environmental and social work. However, they argue that they cannot selectively choose when to enforce their trademark rights. They worry that failing to stop this usage could prevent them from stopping bad actors in the future.

The company is asking for a nominal $1 in monetary damages. Their primary goal is a court order to block the sale of infringing merchandise. The case is now moving forward in the U.S. District Court for the Central District of California.