Before Pride Month began in June, drag queen Pattie Gonia accused Patagonia, a renowned sustainable apparel brand, of trying to erase her activism. Known for her striking red hair and climate advocacy, Pattie Gonia revealed a lawsuit filed against her by Patagonia. The brand is suing her for $1 over alleged trademark infringement, but experts warn that legal costs could exceed $1 million.
Pattie Gonia, whose real name is Wyn Wiley, boasts nearly 3 million followers on TikTok and Instagram. She creates educational content on climate change and is active in mobilizing climate activism. The company’s lawsuit claims trademark infringement by Pattie Gonia selling products under her drag name, leading to potential consumer confusion. Legal expert Tim Holbrook explains that likelihood of confusion can suffice in such cases.
The lawsuit gained attention after Pattie Gonia criticized Patagonia for the legal action. Many believed the complaint was filed around Pride Month, adding to the controversy. In September 2025, she had applied for a trademark to sell apparel under her name, which prompted Patagonia’s response.
The apparel company had reached out to Pattie Gonia in 2022 regarding her merchandise collaboration with Hydroflask. They asked her not to use Patagonia’s branding for her products. After she sold clothing under her drag name, Patagonia followed up again, seeking discussion on trademark use. Pattie Gonia deemed the complaint one-sided and a misrepresentation of her integrity.
Trademark lawyer Carmel Imani emphasizes the challenge in trademarking names similar to existing brands. Historical cases like McDonald’s against “McDental” illustrate how companies protect their brands. Trademark attorney Lara Pearson adds that the heart of the complaint is safeguarding brand identity from future disputes.
Public reaction included support for Pattie Gonia from allies questioning Patagonia’s actions. Some individuals, like Jim Gregory, publicly distanced themselves from Patagonia products, citing concerns for the LGBTQ community.
Pattie Gonia’s supporters initially condemned Patagonia, but others like Cleo Schroer, after reviewing the complaint, found the claims of silencing misleading.
Patagonia is named after the region in southern Chile and Argentina. The name has become synonymous with the outdoor brand, which has legally protected it since its founding.
If Pattie Gonia’s trademark application is approved, Patagonia could file an opposition. However, the outcome of the lawsuit is central to the case. Josh Gerben suggests that both parties would benefit from settling the matter out of court to avoid uncertainty.
Efforts towards a resolution continue. Pattie Gonia offered to drop her trademark application if Patagonia withdrew the lawsuit. Patagonia acknowledged any distress caused but maintained its stance on brand protection. The parties discuss potential agreements, focusing on resolving differences amicably.