Climate drag fans have taken to social media demanding that Patagonia drop its trademark infringement lawsuit against drag artist and environmental activist Pattie Gonia.
In 2025, Pattie Gonia filed a trademark application for exclusive rights to use her brand to sell merchandise and to promote activism and online marketing.
In a suit filed in January, outdoor company Patagonia said that Pattie Gonia violated a previous agreement regarding the use of its name and logo.
But the artist, who goes by Wyn Wiley out of drag, said in a social media video that the suit is about “a corporation trying to erase an activist.” Trademark experts, who acknowledged both sides, said Pattie Gonia is facing an uphill battle. But they said that the case is likely the first of many to come involving influencers and celebrities defending themselves as brands.
In an open letter on Wednesday, Pattie Gonia implored Patagonia to drop the lawsuit.
“This is a betrayal of Patagonia’s core mission,” Pattie Gonia said. “Because if they’re in business to save the home planet, why are they suing a climate activist?”
Pattie Gonia advocates for LGBTQ+ inclusivity and the protection of public land and the environment. In 2023, she started her nationwide climate drag show, Save Her, in San Francisco.
She has employed Bay Area drag artists, raised $3.7 million for environmental causes, and has been recognized on the 2025 National Geographic 33 list, which honors people creating solutions to environmental issues.
“If Patagonia wants to celebrate Pride Month this year by taking a queer climate activist to federal court, then I’m here to fight for myself, and I am here to fight for us,” Pattie Gonia said.
Patagonia told KQED in a statement that it spent years trying to reach an agreement “that would allow Pattie Gonia to continue their work while also protecting the Patagonia trademark.” Officials said the efforts included multiple proposals, dialogue and “genuine efforts to avoid ending up in court.” But the two parties have not yet reached an agreement.
“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,” Patagonia officials wrote.
Patagonia is seeking $1 in damages and legal fees. Officials wrote that it’s “not about seeking financial gain” or “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 officials said.
But Pattie Gonia said that the lawsuit makes one thing clear: the company is “willing to spend hundreds of thousands of dollars to grind me down so far that I can’t continue to operate.”
Patagonia’s lawsuit states that Pattie Gonia’s products “compete directly” with Patagonia’s products and brand “in a way that has already confused consumers.”
The company wrote that “it supports advocacy and activism that promote the environment and inclusion in the outdoors.” But Patagonia officials said that they “repeatedly communicated with Pattie Gonia” and in the past “reached agreement about how that advocacy work might continue in a way that would not interfere with Patagonia’s brand.”
Patagonia alleges that Pattie Gonia violated their agreement by seeking “exclusive ownership of a PATTIE GONIA trademark to commercialize products, endorsements, marketing campaigns, and advocacy.”
Victoria Schwartz, a professor of law at the Pepperdine Caruso School of Law, said the case is “incredibly interesting” because the company isn’t trying to get Pattie Gonia to change her name.
“The strongest evidence of that, which is very unusual, is that [Patagonia] only asked for $1 in damages,” Schwartz said. “It’s almost a way of signaling we’re not trying to come after you for money.”
Instead, Schwartz said, the company is sending a PR signal that it wants a court order to prevent Pattie Gonia from using branding that resembles its own.
“It’s not necessarily a good look for them to be suing her,” Schwartz said. But the company is arguing “she’s crossed the line by selling merchandise and by trying to register the trademark herself.”
If the case doesn’t settle, Schwartz expects an expensive, lengthy case because it will take time to determine which party is in the clear.
“While I do think Pattie Gonia has an uphill battle, there are so many factors in the test that these are not the kind of cases that get resolved cheaply and easily,” Schwartz said.
Schwartz said the suit is part of a larger story in which people — including celebrities and influencers — are filing trademarks for themselves.
“This is going to be the first of many lawsuits where traditional brands are coming up against influencers who are going to be using trademarks,” Schwartz said. “Not in the way that Patagonia the company does trademarks for goods and services, but essentially they themselves are the brand.”
Tyler Ochoa, a professor at the Santa Clara University School of Law, said the dispute could go to a jury trial to decide whether consumers are confused, but said the company will push for a judge to decide the case.
“Interestingly, both parties claim to be interested in the environment and in safeguarding it,” Ochoa said. “Ironically, that makes it harder for Pattie Gonia, the drag artist, to prevail in the lawsuit because it makes her merchandise overlap in the marketplace with Patagonia’s merchandise.”
Ochoa said the lawsuit might push both sides to bend a little for a mutual outcome.
“It sounds like they are willing to let her use [Pattie Gonia] as her drag queen name without opposition if there is no merchandise involved,” Ochoa said.
But Ochoa also said that there is a world where the injunction “might be broad enough to keep her from using the name.”
To learn more about how we use your information, please read our privacy policy.