Before the start of Pride Month in June, a drag queen called Pattie Gonia accused Patagonia, a well-known sustainable outdoor apparel brand, of trying to silence her activism. Pattie Gonia, with a strong online presence, announced that Patagonia had filed a lawsuit against her for trademark infringement. The company seeks $1 in damages, but legal fees could exceed $1 million.
Details of the Dispute
Pattie Gonia, real name Wyn Wiley, is a climate activist with a large social media following. Known for educational content on climate change, she leads the “Save Her! Environmental Drag Show.” The lawsuit centers on the claim that Pattie Gonia’s merchandise under her name could confuse consumers, potentially infringing on Patagonia’s trademark.
“Confusion among consumers doesn’t need to be proven, it only needs to be likely,” explained Tim Holbrook, an intellectual property professor at the University of Denver.
Pattie Gonia announced the lawsuit on May 27, surprising many who believed the timing was close to Pride Month to gain support. However, the lawsuit was filed on Jan. 21. Her trademark application for “Pattie Gonia” to sell apparel was submitted in September 2025, several months after which Patagonia sued.
Patagonia’s Concerns
According to the complaint, Patagonia contacted Pattie Gonia in 2022, requesting her to refrain from using its brand elements. The company sent follow-up emails when she began selling clothing in 2025. They requested a meeting to discuss trademark concerns. Pattie Gonia criticized this approach as misrepresenting facts and her integrity.
Trademark Law Context
Trademark disputes aren’t rare. McDonald’s and Starbucks have previously dealt with similar cases, protecting their brand identity. Attorney Carmel Imani emphasizes that trademark law often involves broader implications than individual disputes, indicating potential future issues for brands.
Lara Pearson, a trademark attorney, suggests such cases protect brands from setting precedents that may weaken their trademark rights.
Public Reaction
Pattie Gonia’s claims led to backlash against Patagonia, with supporters expressing their discontent. Some, like Jim Gregory, have disassociated from the brand publicly. However, others doubt Pattie Gonia’s assertions after reviewing the legal complaint, questioning if Patagonia’s intent is as accused.
Trademark Origins and Brand Identity
The name Patagonia is derived from a region in Chile and Argentina. While it’s a geographical area, the brand successfully trademarked the name for its outdoor clothing. Trademark attorney Josh Gerben explains that using regional names can be protected if they aren’t widely recognized at the time of application.
Path to Resolution
If Patti Gonia’s trademark application proceeds, Patagonia can contest it. The lawsuit remains central, influencing outcomes regardless of the USPTO decision. Pattie Gonia proposed dropping her trademark claim if Patagonia retracts the lawsuit. However, Patagonia insists that the performer stops using its brand elements in her merchandise sales.
Negotiations continue, with both sides seeking a compromise. Josh Gerben advises settling privately to avoid court uncertainties.
Leave a Reply