OUTDOOR apparel giant Patagonia says it is willing to drop its trademark lawsuit against drag queen and climate activist Pattie Gonia – but only if a set of conditions are met that would dramatically limit how the artist’s name and image are used.
According to the latest filings and statements, Patagonia has offered to withdraw the lawsuit if Pattie Gonia – the drag persona of US climate activist Wyn Wiley – stops selling merchandise under the drag name, withdraws trademark applications, and agrees not to use any logos or fonts resembling Patagonia’s branding .
Patagonia filed the lawsuit in January, alleging that Pattie Gonia’s name, branding, and merchandise could cause consumer confusion and infringe on its trademarks . The company argues that Wiley’s trademark application for ‘Pattie Gonia’ crosses a legal line, especially given a prior 2022 agreement limiting how the name could be used commercially.
Patagonia is seeking just $1 in damages, plus legal fees as a symbolic gesture it says is intended to signal that the case is about brand protection, rather than profit .
In a statement, Patagonia said the lawsuit was necessary to protect its business and employees, adding: “The last thing we wanted was a legal fight with someone who shares our values.”
The California-based company then followed up with a message on its Facebook page which read…
For Wiley, the stakes are far higher than a symbolic dollar. He says the lawsuit threatens the very existence of his drag persona – a character that has raised millions for environmental causes and brought queer visibility into the outdoor world.
A few days before Patagonia’s statement, Wiley penned an open letter on the Pattie Gonia website…
To Patagonia Inc.’s CEO Ryan Gellert, the Patagonia Board of Directors, and Patagonia Purpose Trust Trustees:
I’m writing today to appeal to your corporate and personal values. You lead an exceptional company, and the Chouinard family has done something unique and admirable in creating the Purpose Trust with one goal – to protect our planet.
I’ve had the honor of meeting some but not all of you, so a quick introduction here: I am a drag artist and climate activist named Pattie Gonia. I have spent 8 years building something I am proud of: A community of more than 3 million people, a nonprofit, $3.7 million raised for environmental causes, and bringing hundreds of thousands of people into the outdoors who never felt like they belonged there.
But now, after 8 years, some executives at your company and your outside lawyers have decided that I must cease to exist. They filed a federal trademark lawsuit against me in January. The lawsuit hurts not only me and everything I’ve built but also the people I employ, the millions of people I try to inspire, and dozens of nonprofit organizations that I have supported.
When Patagonia, Inc., sued me without warning in January, I started immediately pursuing an amicable settlement. I have believed from the beginning that there is room for an agreement that protects your trademark while letting me keep my name and my work. I believe that still today.
If your executives and lawyers continue to pursue this lawsuit, it will make one thing clear: They are willing to spend hundreds of thousands of dollars to grind me down so far that I can’t continue to operate.
Is that how you believe your company’s financial resources and brand equity should be spent?
I’m afraid, but I’m also frustrated. Our home planet needs every dollar and every moment of time we can all give to it right now. We can’t afford to waste time and money fighting among ourselves. Patagonia says it’s in business to save our home planet. And Mr. Chouinard, you said, “You are what you do, not what you say you are.”
This lawsuit serves no good purpose. Let’s make peace and get back to our common love of the planet including our namesake region in South America named Patagonia.
With respect and hope, I ask you to intervene and drop this lawsuit today.
Pattie Gonia
Wiley claims Patagonia’s actions amount to “the erasure of my name, my advocacy, my community” and could cost his team more than $1 million in legal fees . He has requested a jury trial and continues to deny any trademark infringement, arguing that his drag name is inspired by the South American region of Patagonia, not the company. Wiley also maintains that his merchandise is parody and fan art, not an attempt to mimic Patagonia’s branding.
Patagonia argues its terms are necessary to prevent consumer confusion and protect its trademarks from future misuse.
Wiley has indicated he is willing to avoid parodying Patagonia’s logo, but rejects the broader restrictions, saying they would undermine his ability to continue his activism and creative work .
The case has sparked intense debate across the outdoor world. Supporters of Pattie Gonia accuse Patagonia of ‘punching down’ at a climate activist whose work aligns with the company’s environmental mission. Critics argue that Patagonia’s legal stance contradicts its progressive public image.
Others defend Patagonia’s position, noting that trademark law requires companies to enforce their marks consistently or risk losing them. If they allow one high‑profile exception, they may weaken their ability to challenge future infringements.
But the emotional weight of the case is undeniable. Wiley’s persona has become a symbol of inclusion in the outdoors – a space that has historically struggled with diversity. For many, the lawsuit feels like a step backward.
The case now sits at a crossroads. Patagonia has signalled a willingness to walk away, but only if Wiley accepts conditions that would fundamentally reshape the Pattie Gonia brand. Wiley, meanwhile, appears ready to fight, framing the lawsuit as a threat not just to his identity but to LGBTQ environmental activism more broadly.
The outcome could set a precedent for how outdoor brands navigate the increasingly complex intersection of intellectual property, activism, and identity.
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