06/05/2026
A Shameless Look at the Law:
Patagonia, a world-famous outdoor apparel brand known for its commitment to environmentalism, has filed a trademark infringement lawsuit against Wyn Wiley, a drag queen who goes by the stage name Pattie Gonia.
Pattie Gonia, who has nearly two million followers on Instagram alone, self describes as a drag queen, climate activist, and community organizer. She adopted her stage name in 2018. On January 21, 2026, Patagonia filed a Complaint against the internet personality alleging trademark infringement, dilution, and unfair competition. The introduction of the Complaint explains “Patagonia supports advocacy and activism that promote the environment and inclusion in the outdoors, central to Pattie Gonia’s ostensible mission.”
The Complaint further explains that the parties had previously reached an agreement about how Pattie Gonia’s “advocacy work might continue in a way that would not interfere with Patagonia’s brand.” According to the Complaint, in 2022 Pattie Gonia agreed to “respect Patagonia’s trademark rights” and to refrain from selling Pattie Gonia-branded products. However, the working relationship between the parties began to deteriorate when Pattie Gonia filed a trademark application shortly after the drag queen began selling branded merchandise in late 2024. Pattie Gonia’s application seeks to register her stage name as the source of a wide range of products and services including apparel and environmental advocacy.
Patagonia alleges that Pattie Gonia still sells Pattie Gonia-branded content and continues to use and display Patagonia’s logo, despite attempts to ameliorate the situation outside of litigation. The filing contains examples of consumer confusion, including one comment on Pattie Gonia’s social media profile that states “Love you patagonia, you’re amazing. Thank you for protecting our parks.”
Patagonia has asked that the Court issue an injunction against Pattie Gonia’s further use of the Pattie Gonia trademark, as well as nominal damages in the amount of $1.00, along with attorneys’ fees, which are rarely granted in the United States.
The lawsuit has sparked fierce debate online with some spectators characterizing the legal dispute as a David vs Goliath situation while others argue that it is simply trademark law functioning exactly as intended. Pattie Gonia has stated on social media “This is not a brand conflict. This is a corporation trying to erase an activist. This is how corporations bully individuals who cannot match their resources.”
Patagonia issued a statement explaining “This matter is not about seeking financial gain, nor is it about challenging anyone’s identity or right to advocacy, protest, or creative expression. The last thing we wanted was a legal fight with someone who shares our values, but we must protect our business and employees.”
The climate activist drag queen is accusing Patagonia of going against its "core mission."