Before Pride Month began in June, drag queen Pattie Gonia, known for her activism, accused sustainable apparel brand Patagonia of trying to erase her activism. The lawsuit involves a $1 claim for alleged trademark infringement, potentially leading to over $1 million in legal fees.
Pattie Gonia, whose real name is Wyn Wiley, is a drag queen in Bend, Oregon, with a large social media following. She creates content about climate change and leads environmental initiatives like the “Save Her! Environmental Drag Show.”
Patagonia accuses Pattie Gonia of confusing consumers by selling products under her name, which resembles their brand. Intellectual property expert Tim Holbrook states that consumer confusion is key in such cases.
Pattie Gonia performs at the “Save Her! Environmental Drag Show” during Climate Week, Sept. 24, 2024, in the Brooklyn borough of New York. (AP Photo/Alyssa Goodman, File)
The company filed the complaint on January 21, including examples of confusion. Pattie Gonia responded publicly on May 27, close to Pride Month, but didn’t clarify if the timing was intentional.
In 2025, she applied for a trademark on her name to sell apparel, which led to Patagonia’s lawsuit. The company had previously warned her against using their logo or name on products.
Legal expert Carmel Imani notes that securing a trademark similar to an existing brand is challenging. Lawyer Lara Pearson emphasizes the broader implications for brand protection.
Following the lawsuit’s announcement, supporters criticized Patagonia for targeting a climate activist. Some, like Jim Gregory, expressed discontent by donating Patagonia items. However, researcher Cleo Schroer found the allegations of silencing a drag queen misleading after reading the complaint.
Patagonia, the apparel brand, takes its name from the region in southern Chile and Argentina. The area is famous for natural landmarks and has long been home to Indigenous communities. Founder Yvon Chouinard chose it for its appeal to outdoor enthusiasts. Trademark attorney Josh Gerben explains that names of geographic regions can be protected, depending on the region’s recognition at the time of trademark application.
Progress toward resolving the trademark dispute has been made. If Pattie Gonia’s trademark application is approved, Patagonia could file an opposition. The lawsuit’s outcome may preempt this step.
Pattie Gonia expressed willingness to drop her trademark application if Patagonia retracts the lawsuit. Patagonia acknowledged any hurt caused, particularly within the LBGTQ+ community, and stated conditions for dropping the lawsuit.
Both parties have indicated readiness to find a solution. Gerben suggests that avoiding court and reaching an agreement would provide certainty and avoid unpredictable jury outcomes.