Patagonia Files Lawsuit Against Drag Queen Pattie Gonia
Patagonia, the renowned outdoor clothing and gear company, has initiated legal action against drag queen Pattie Gonia, seeking $1 in damages for alleged trademark infringement. The lawsuit stems from Gonia's applications to trademark the name Pattie Gonia for use in apparel, online marketing, motivational speaking, and other services.
According to the lawsuit, these products and services directly compete with Patagonia's own brand, which the company has built over the past 53 years. The legal document states, "These products and services compete directly with the products and advocacy upon which Patagonia built its Patagonia brand over the last fifty-three years."
Previous Agreement Allegedly Violated
The lawsuit claims that in 2022, while Gonia was collaborating with water bottle company Hydroflask, Patagonia and Gonia reached an agreement. Under this agreement, Gonia was to refrain from selling Pattie Gonia-branded products or using fonts or designs that copy or are substantially similar to Patagonia's logos. Patagonia alleges that Gonia ignored this agreement and began selling merchandise under the Pattie Gonia brand.
In 2025, Patagonia reached out to Gonia again, but it became clear that Gonia would not comply with the 2022 agreement. The lawsuit asserts that consumers are already confused about whether Pattie Gonia is affiliated with Patagonia. In a statement released in January when the lawsuit was originally filed, Patagonia emphasized that the lawsuit is necessary to protect their brand.
Patagonia's statement read, "We're not against art, creative expression, or commentary about our brand. 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."
Gonia's Response: A Corporate Attack on Activism
In a TikTok video posted a week ago, Pattie Gonia responded to the lawsuit, claiming it is not a brand conflict but rather a corporation trying to erase an activist. She argued that the lawsuit betrays Patagonia's core mission of protecting the home planet. Gonia said, "Patagonia, drop the lawsuit," in her TikTok, which has garnered nearly 5 million views as of publication.
Gonia explained that her drag persona began in 2018 when she put on a pair of heels while backpacking and named herself after the region in South America, a name that predates the clothing brand by 500 years. She stated that the use of Patagonia's logo was fan and parody art, and that the 2022 agreement was not a broad agreement about her future. Gonia believes Patagonia waited until a time when anti-LGBTQ+ discourse is at an all-time high to fight her, expecting no pushback.
"If Patagonia wants to celebrate Pride Month this year by taking a queer climate activist to federal court, then I am here to fight for myself, and I am here to fight for us," Gonia said in her TikTok. She urged her followers to join her in asking Patagonia to drop the lawsuit.
Patagonia's Stance: Protecting the Brand
Following Gonia's TikTok, Patagonia issued a statement reiterating its responsibility to protect the company. The statement read, "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."
