Patagonia Sues Drag Queen Pattie Gonia Over Trademark Infringement

Patagonia filed a trademark infringement complaint on January 21 against drag queen Pattie Gonia, whose legal name is Wyn Wiley, after she filed a trademark application in September 2025 to sell apparel under her stage name. The company argues that the name 'Pattie Gonia' is likely to confuse consumers with its established brand, and the complaint includes screenshots of alleged consumer confusion. Patagonia says it first contacted the performer in 2022 following a fundraising collaboration with Hydro Flask, asking her not to sell products using the Patagonia logo, font, or her stage name, and followed up again years later when she began selling clothing. Pattie Gonia publicly announced and criticized the lawsuit on May 27, just before Pride Month, framing it as a corporation attempting to 'erase an activist,' which ignited widespread social media backlash including some consumers donating their Patagonia gear to thrift stores. Trademark attorneys consulted by reporters noted that such suits are routine for brand protection — comparable to McDonald's suing 'McDental' or Starbucks suing 'Sambucks' — and that the legal standard requires only a likelihood of consumer confusion, not proven actual confusion. Both parties have signaled some willingness to negotiate: Pattie Gonia offered to drop her trademark application if Patagonia drops the suit, while Patagonia said it would settle if she stops using her name to sell goods, a condition she has rejected. Legal experts suggest an out-of-court agreement would be the most practical resolution for both sides.