Patagonia Files Trademark Lawsuit Against Environmentalist Drag Performer Pattie Gonia
Outdoor clothing company Patagonia has initiated a trademark infringement lawsuit against Wyn Wiley, a US environmentalist who performs in drag under the name Pattie Gonia. The company is seeking $1 in damages plus legal fees, stating regret over the necessity of legal action.
Wyn Wiley, known as Pattie Gonia, has built a significant online presence with millions of followers and has raised nearly $4 million for non-profit organizations. Their activism has spanned locations from Point Reyes National Seashore to San Francisco.
Patagonia, named after the vast region in Argentina and Chile, filed the lawsuit on 21 January in the federal court in Los Angeles. The company claims that Wiley's trademark application filed in September to use the name Pattie Gonia for clothing sales and environmental advocacy would cause irreparable harm to Patagonia's brand.
“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 stated in January.
“We want Pattie to have a long and successful career and make progress on issues that matter – but in a way that respects Patagonia’s intellectual property and ability to use our brand to sell products and advocate for the environment.”
On Wednesday, Wiley publicly addressed the lawsuit for the first time via Instagram and sent a letter to Patagonia’s board of directors urging them to withdraw the legal action.
“This is a betrayal of Patagonia’s core mission. Because if they’re ‘in business to save the home planet’, why are they suing a climate activist?”Wiley asked.
“Over the last four months since the lawsuit was filed, I have stayed silent and worked every channel I had to resolve this without going to court. But in the end, I had two choices. The erasure of my name, my advocacy, my community, and everyone I employ. Or fight for myself and fight for us.”
Wiley emphasized that although Patagonia is suing for a nominal $1, the legal expenses to defend their drag name would be substantial.
“This is not a brand conflict,”Wiley said.
“This is a corporation trying to erase an activist. This is how corporations bully individuals who cannot match their resources.”
Wiley acknowledged that their merchandise involved “playful parody” of Patagonia but denied using the company’s branding, logo, or font.
“Drag is built on parody, puns ands jokes.”
Patagonia’s social media channels have been flooded with messages from Pattie Gonia supporters urging the company to drop the lawsuit.
In a statement to , Patagonia explained their efforts to find a resolution.
“Over the past several years, we’ve tried to find a path forward that would allow Pattie Gonia to continue their work while also protecting the Patagonia trademark. These conversations have included multiple proposals – each intended to support that path – along with ongoing dialogue and genuine efforts to avoid this ending up in court. Unfortunately, we could not reach an agreement.”
“This matter is not about seeking financial gain, nor is it about challenging anyone’s identity or right to advocacy, protest, or creative expression. The last thing we wanted was a legal fight with someone who shares our values, but we must protect our business and employees,”the company added.
Background on Patagonia and Its Environmental Commitment
In 2022, Patagonia’s founder Yvon Chouinard transferred ownership of the company to a uniquely structured trust and non-profit organization designed to channel all profits into environmental preservation efforts.
“As of now, Earth is our only shareholder,”the company stated at that time.
Originally named Chouinard Equipment, the company was renamed Patagonia after Chouinard’s transformative trip to the Patagonia region with Doug Tompkins, founder of the competing outdoor brand The North Face.
