Patagonia accuses drag queen Pattie Gonia of trademark violation, risks its reputation
Outdoor clothing brand Patagonia and drag queen and environmentalist Pattie Gonia, here performing in Los Angeles in 2024, are enmeshed in a trademark dispute.(Photo by Rich Polk/Getty Images for NRDC)
Outdoor clothing brand Patagonia and drag queen and environmentalist Pattie Gonia are enmeshed in a legal dispute in which the apparel company claims trademark infringement in violation of a 2022 agreement with the climate activist.
Pattie Gonia, real name Wyn Wiley, rose to online fame after a TikTok video of her hiking in heels was posted, which led to 5 million views. An agreement between Pattie Gonia and Patagonia stipulated that she could not reference the clothing company’s logo or brand, according to the complaint and coverage by Bloomberg Law. “This is not a brand conflict. This is a corporation trying to erase an activist,” Pattie Gonia said. “This is how corporations bully individuals.”
Some legal experts feel California-based Patagonia could face significant reputational harm as the dispute gets litigated in the court of public opinion since Pattie Gonia has a huge social media presence advocating for environmental and LGBTQ+ issues. In its lawsuit, the company is seeking only $1 in damages and insists the action is not about money but the need to “protect our business and employees.”
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