The brand first filed the trademark lawsuit in January against Wyn Wiley, who performs under the stage name Pattie Gonia. Patagonia is suing for $1, along with legal fees, which the performer says could cost upwards of $1 million dollars.
“This is not a brand conflict, this is a corporation trying to erase an activist,” she said. “This is how corporations bully individuals who cannot match their resources. Because this would take away not only my activism and career, but also the livelihoods of the team I employ.”
Pattie Gonia is an American drag queen known for her environmental activism. The persona was created by Wyn Wiley in 2018 and went viral. Since then, Pattie Gonia has created a community focused on defending environmental and LGBTQ+ rights—raising over $3.7 million for environmental and social justice nonprofits. (TIME has recognized Pattie Gonia as one of its 2024 Next Generation Leaders and as one of the most influential creators of 2025.)
Why is Patagonia suing Pattie Gonia?
In a May 27 statement posted to its website, Patagonia said that Pattie Gonia violated a previous agreement the two had struck over the use of the name and logo—though Pattie Gonia denies that any such agreement was reached. “There was no agreement,” she said. “In 2022, when I was collaborating with a third party, Patagonia asked me to follow certain terms, and I did. That wasn’t a broad agreement about my future.”
In a statement to TIME, the brand said that protecting its trademark is critical to defending the environmental activism and product they are known for.
Over the weekend, Pattie Gonia released a video offering to drop the trademark if the company drops the lawsuit. The company has since said on Instagram that they can resolve the matter if Pattie Gonia withdraws all trademark applications, stops using the Patagonia logo, and stops selling and promoting apparel and other products as Pattie Gonia.
What is one of the main questions to be resolved?
One of the sticking points is the idea around parody and whether marketplace confusion is created.
It remains to be seen if Patagonia will drop the lawsuit—or if Pattie Gonia’s claims that her merchandise was simply “playful parody” will stand up in court.
For now, the company seems committed to defending its trademark. “Protecting the Patagonia trademark is part of protecting the ability of this company to continue doing that work in the future,” the company said on Wednesday. “The last thing we wanted was a legal fight with someone who shares our values, but we must protect our business and employees.”
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