Outdoor clothing company Patagonia has filed a trademark infringement lawsuit against environmentalist drag queen Pattie Gonia, seeking $1 in damages plus legal fees. The lawsuit, filed on 21 January in federal court in Los Angeles, claims that the performer's use of the name Pattie Gonia for clothing and activism could 'irreparably harm' the Patagonia brand.
Wyn Wiley, who performs as Pattie Gonia, has built a large following through environmental activism, raising nearly $4m for non-profits. Last year, they raised $1m while hiking 100 miles in full drag from Point Reyes National Seashore to San Francisco. Patagonia said it took legal action after Wiley filed a trademark application in September to use the Pattie Gonia brand for selling clothing and promoting activism.
In a statement, Patagonia said: 'While we wish we didn’t have to do this – and actively engaged with Pattie for several years to avoid this – it has become necessary to protect the brand we have spent the last 50 years building.' The company added that it wants Pattie to succeed but in a way that respects Patagonia's intellectual property.
Wiley responded publicly on Instagram on Wednesday, calling the lawsuit a 'betrayal of Patagonia’s core mission'. They said: 'If they’re “in business to save the home planet”, why are they suing a climate activist?' Wiley noted that while Patagonia is only seeking $1, the legal fees to fight the case would be substantial, and accused the company of 'trying to erase an activist'.
Wiley acknowledged that their merchandise involved 'playful parody' of Patagonia but denied using its branding, logo or font, adding: 'Drag is built on parody, puns and jokes.' Patagonia's social media has been flooded with comments from Pattie Gonia fans urging the company to drop the lawsuit.
Patagonia reiterated that the matter is not about financial gain or challenging anyone's identity or right to advocacy, but about protecting its business. The company's founder, Yvon Chouinard, gave the entire company to a trust and non-profit in 2022, with profits directed to environmental causes.
