Patagonia Sues Drag Queen Pattie Gonia Over Trademark Dispute
Outdoor clothing company Patagonia filed a trademark infringement lawsuit in January 2026 against drag performer and environmental activist Wyn Wiley (Pattie Gonia), seeking $1 in damages and demanding he stop using the name and logos. Wiley, who has raised millions for LGBTQ+ and environmental causes, rejected a settlement offer that would require halting merchandise sales and trademark applications. The case has sparked public backlash, highlighting tensions between corporate trademark protection and activist expression.
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Why Patagonia is risking its progressive brand image with a lawsuit against a drag queen
Patagonia filed a trademark lawsuit against drag queen and environmental activist Pattie Gonia (Wyn Wiley) in January 2026, seeking $1 in damages and legal fees. The dispute centers on Pattie Gonia's clothing trademark application, which Patagonia claims overlaps with its own trademarks and violates a 2022 agreement. Pattie Gonia broke their silence in June, accusing Patagonia of trying to 'erase an activist.' The lawsuit has generated significant backlash on social media, with many supporters criticizing the progressive-aligned brand. Patagonia's chief communications officer defended the company's stance, asserting it remains committed to LGBTQ+ rights and diversity despite the controversy. The feud poses a reputational risk for Patagonia amid intense competition in the outdoor-wear market.
Yahoo FinancePatagonia's Trademark Lawsuit Against Drag Queen Pattie Gonia Sparks PR Crisis
Outdoor clothing brand Patagonia is facing a public relations backlash after suing Pattie Gonia, a drag queen and environmental activist, over a trademark dispute. The lawsuit, filed in January, objects to Pattie Gonia's trademark application for clothing, claiming it overlaps with Patagonia's trademarks and breaches a 2022 agreement. Pattie Gonia broke their silence on Instagram, accusing Patagonia of trying to 'erase an activist,' drawing support from their large social media following and criticism of the progressive-aligned brand. Patagonia's chief communications officer defended the lawsuit as necessary under trademark law, noting the company cannot selectively enforce its trademarks. The brand, known for its LGBTQ and environmental advocacy, is suing for only $1 in damages and legal fees, but the dispute has generated negative headlines and risks alienating its loyal customer base amid intense competition in the outdoor apparel market.
Fortune | FORTUNEPatagonia Sues Drag Performer Pattie Gonia Over Trademark Infringement
Patagonia Inc. has filed a trademark infringement lawsuit against Entrepreneur Enterprises, doing business as Pattie Gonia Productions, and environmental activist Wyn Wiley, known as drag performer Pattie Gonia. The lawsuit, filed in U.S. District Court in Los Angeles on January 21, 2026, seeks only $1 in damages but requests attorney's fees and investigative expenses. Patagonia claims it was forced to act after Pattie Gonia filed to trademark her name for clothing and marketing in September 2025, which Patagonia views as encroaching on its brand. Both parties share environmental missions, but Patagonia argues it must protect its trademark to continue its work. The trial is scheduled for June 2027. Patagonia, a public benefit corporation, reported $1.5 billion in revenue and contributed $15 million to environmental causes last year.
Forbes - BusinessPatagonia faces PR backlash over trademark lawsuit with drag queen Pattie Gonia
Outdoor retailer Patagonia is facing a public relations backlash after filing a trademark lawsuit against drag queen and environmentalist Wyn Wiley, who performs as 'Pattie Gonia'. The lawsuit, filed in California District Court in January, alleges trademark violation over the name's use. Wiley denies using the Patagonia logo on merchandise, calling the lawsuit a mischaracterization of parody and fan art. The dispute sparked divided online reactions after Wiley urged fans to pressure Patagonia to drop the case. Patagonia responded by stating it must protect its brand and employees, and that it had tried to find a compromise allowing Pattie Gonia to continue their work. Trademark lawyers note the difficulty of balancing legal protections with reputational risks, especially against smaller, ethically aligned opponents.
City AMPattie Gonia Rejects Patagonia's Settlement Offer, Says It Would 'Erase My Advocacy'
Drag performer and environmental activist Pattie Gonia (Wyn Wiley) has publicly rejected a settlement offer from outdoor apparel company Patagonia to resolve a trademark lawsuit. Patagonia filed the lawsuit in January 2026, alleging Pattie Gonia violated a 2022 agreement by filing trademark applications for the name 'Pattie Gonia' and selling branded merchandise, which the company claims creates consumer confusion with its own brand. Patagonia offered to drop the lawsuit if Pattie Gonia withdraws trademark applications, stops using Patagonia's logos, and ceases selling merchandise under the drag name. Pattie Gonia responded on Instagram, arguing the conditions would 'erase' her advocacy work, which includes environmental education and activism funded through brand partnerships. The performer denies ever agreeing to a broad prohibition on merchandise sales and accuses Patagonia of targeting her amid anti-LGBTQ+ political climate. The case has drawn divided public reactions, with trademark experts noting Patagonia's legal obligation to protect its brand, while supporters criticize the company for targeting an activist.
Forbes - BusinessPatagonia Will Drop Lawsuit If Drag Queen Stops Using Logo, Selling Merch
Outdoor apparel company Patagonia, known for its progressive activism, has offered to drop its trademark lawsuit against drag performer Pattie Gonia if she stops selling merchandise under her drag name and using the company's logos. The company also agreed to apologize for any harm the lawsuit caused within the LGBTQ community. Patagonia originally filed the trademark lawsuit against Pattie Gonia in January 2026. The offer is part of a potential settlement to resolve the legal dispute. The article notes this is a developing story and provides a link to share confidential information with Forbes.
Forbes - BusinessPatagonia Sues Drag Queen Pattie Gonia Over Trademark Infringement
Outdoor clothing company Patagonia has filed a trademark infringement lawsuit against Wyn Wiley, who performs as drag queen Pattie Gonia. The lawsuit, filed in January 2026, seeks a symbolic $1 in damages plus legal fees, and demands Wiley cease using the name Pattie Gonia. Wiley, who has built a 1.7 million follower Instagram presence since 2018 and raised $3.7 million for LGBTQ+ and environmental causes, argues the company is bullying an activist. Patagonia claims the name damages its brand image and mission to fight climate change, though both parties share environmental goals. Wiley has used modified versions of the Patagonia logo in parody but denies trying to profit from the brand. The case highlights tensions between corporate trademark protection and activist expression.
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