Patagonia sues drag queen Pattie Gonia over trademark

Patagonia is suing drag queen Pattie Gonia for alleged trademark infringement, seeking $1 in damages but exposing the performer to legal fees that experts say could easily surpass $1 million.

Pattie Gonia, whose given name is Wyn Wiley, is a drag performer and climate activist based in Bend, Oregon, with nearly 3 million followers on TikTok and Instagram combined. She's known for educational videos about climate change, touring the "Save Her! Environmental Drag Show," and mobilizing climate activists to raise money for environmental organizations.

The apparel company filed its complaint January 21, alleging that Pattie Gonia infringes on Patagonia's trademark by selling clothing and products under the name, creating consumer confusion. Pattie Gonia announced the lawsuit on May 27, sparking immediate social media backlash—many accused a sustainability-focused brand of attacking a beloved climate activist, particularly with the timing near Pride Month.

Patagonia reached out to the performer in 2022 after learning of a fundraising collaboration with Hydroflask and asked her not to sell products bearing the Patagonia logo, font, or the name "Pattie Gonia." In September 2025, Pattie Gonia filed a trademark application for her own name to sell apparel. Patagonia sued several months later.

Tim Holbrook, an intellectual property professor at the University of Denver, explained that trademark infringement doesn't require actual consumer confusion—likelihood of confusion is sufficient. The lawsuit highlights a tension between parody tradition in drag culture and corporate trademark protection, with legal experts divided on the merits and the optics of the case.