Outdoor retailer Patagonia sues activist Pattie Gonia for trademark infringement

ohSportswear giant Patagonia has filed a lawsuit against drag queen and environmental activist Pattie Gonia, alleging that the artist’s stage name and merchandise infringe the company’s trademarks and create consumer confusion.

The actions that caused the lawsuit

The complaint, filed Wednesday, Jan. 21 in the United States District Court for the Central District of California, names Pattie Gonia (whose legal name is Wyn Wiley) like the defendant. Patagonia claims that Wiley’s use of the name on clothing and advertising services overlaps with the brand’s own offerings, specifically citing «motivational speaking services in support of environmental sustainability» and the organization of hiking events.

According to the filing, the legal action was initiated after Wiley filed for federal trademarks regarding the use of “Pattie Gonia” on products and services that Patagonia claims directly compete with its brand.

The lawsuit alleges that Wiley violated a prior agreement between the two parties. Patagonia’s complaint includes a 2022 settlement in which Wiley allegedly agreed “not to use Pattie Gonia in any way in the product” or imitate the company’s specific brand.

Despite this alleged agreement, Patagonia claims that Wiley began selling clothing with phrases such as «Pattie Gonia Hiking Club.» The complaint also notes specific items worn by the artist, including a pair of gloves and a blouse that allegedly featured imitations of the iconic Patagonia logo. The company argues that these actions falsely imply an endorsement or collaboration that does not exist.

What Patagonia expects

«We want Pattie to have a long, successful career and advance important issues, but in a way that respects Patagonia’s intellectual property and its ability to use our brand to sell products and advocate for the environment,» Patagonia said in a statement about the lawsuit.

Wiley, a leading figure in the outdoor community known for combining drag performance with environmental advocacy, has previously partnered with other major outdoor retailers, including REI, The North Face and Backcountry. Representatives for Wiley did not immediately respond to requests for comment.

Reasons to defend a registered trademark

Trademark law operates under an unforgiving “use it or lose it” principle known as the duty to monitor. Unlike copyright, which automatically protects a creative work, a trademark exists solely to identify the source of a product and its legal force depends entirely on its exclusivity. If a brand like Patagonia knowingly allows another entity to market a confusingly similar name, even for a cause they are politically aligned with, it risks a legal phenomenon called dilution or disclaimer.

Essentially, if the outdoor brand makes an exception for Pattie Gonia today, it sets a legal precedent that weakens its ability to stop a competitor or fast fashion imitation tomorrow. In the eyes of the court, failing to defend the trademark against material infringement can be viewed as a complete abandonment of trademark rights, often forcing companies to pursue aggressive litigation simply to preserve the core identity of their business.

Patagonia is seeking “nominal” $1 in monetary damages. However, the company is asking the court for injunctions preventing Wiley from selling the infringing merchandise and preventing federal registration of the “Pattie Gonia” trademarks.

Featured image: Patagonia storefront in South Lake Tahoe, California (Sara Beebe)

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