TL;DR
- Patagonia sues drag queen and eco-activist Pattie Gonia for alleged trademark infringement.
- The company claims Pattie’s merch and branding mimic its iconic look and cause consumer confusion.
- A previous agreement allegedly barred Pattie from using the name on products.
- Patagonia seeks only $1 in damages but wants court orders to restrict trademark use.
- The case highlights tensions between corporate IP protection and queer creative expression.
Patagonia Takes Pattie Gonia to Court in a Branding Bust-Up
The Great Outdoors Just Got Dramatic
Patagonia, the reigning monarch of fleece-wearing weekend warriors, has officially hauled drag queen and environmental firecracker Pattie Gonia into federal court—claiming the eco-performer hiked a little too close to its trademarked turf. Filed in California, the lawsuit accuses Pattie, also known as Wyn Wiley, of using the cheeky near-homonym “Pattie Gonia” on apparel and services in ways that allegedly mimic Patagonia’s branding and could confuse consumers. And in true corporate-meets-queer-culture fashion, the stakes include not millions of dollars… but a symbolic one single dollar.
According to the complaint, Pattie’s work in “motivational speaking services in support of environmental sustainability” and her community trail events tread on ground Patagonia considers its own. The company argues that her recent merch—featuring phrases like “Pattie Gonia Hiking Club” along with gloves and tops that allegedly echo Patagonia’s iconic logo—steps over a line that the pair supposedly agreed upon back in 2022. That exchange, Patagonia says, included Pattie’s commitment to avoid using the name on products or imitating the brand’s look.
When Eco-Queens and Eco-Gear Collide
Patagonia insists this isn’t personal, releasing a statement that feels equal parts olive branch and cease-and-desist: “We want Pattie to have a long and successful career and make progress on issues that matter – but in a way that respects Patagonia’s intellectual property and ability to use our brand to sell products and advocate for the environment.”
Wiley, a celebrated LGBTQ activist and environmentalist who has partnered with REI, The North Face, Backcountry and other outdoor leaders, hasn’t publicly responded. But the lawsuit says her recent trademark applications for “Pattie Gonia” pushed Patagonia to take legal action, aiming to stop federal registration for uses that the company believes edge too close to its lanes of business.
A Battle of Brands—and Identities
While Patagonia’s filing is textbook trademark enforcement, the clash hits deeper for queer creators who rely on wordplay and irony as core elements of drag artistry. Pattie Gonia has built an entire eco-conscious movement that uplifts LGBTQ hikers, diversifies outdoor spaces, and infuses environmentalism with fabulousness—a space the industry desperately needs.
But when corporate trademark muscle meets queer cultural expression, it raises tricky questions: Where does parody end and infringement begin? How do we protect both creativity and commercial identity? The LGBTQ community, especially those who follow Pattie’s work, will be watching closely. The case could shape how drag performers navigate brand-related humor without drawing courtroom fire.
For now, Patagonia wants the courts to halt sales of anything it sees as infringing and block Pattie from receiving the trademarks she’s applied for. The dust-up may be centered on logos and labels, but it’s also a spotlight moment for the power of queer activism—and how quickly the wilderness of IP law can turn even the fluffiest fleece into friction.
One thing’s certain: whether on the runway or the trail, the drama is never just surface-level.