Patagonia Sues Drag Queen ‘Pattie Gonia,’ Says He’s Caused ‘Irreparable Harm’ To Brand

Outdoor apparel brand Patagonia is suing a drag queen who sells merchandise under a name very similar to their company name, saying it causes customer confusion.

The lawsuit was filed in a California federal court against an individual named Wyn Wiley, who uses the stage name Pattie Gonia. The company argued that matters were further complicated by the fact that Wiley is also an environmental activist who promotes activities very similar to what the brand does, such as “motivational speaking services in support of environmental sustainability” and “organizing, arranging, and conducting trail and hiking events,” per Reuters.

“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,” Patagonia said in a statement, the outlet noted.

The company stated in the lawsuit that Wiley agreed in 2022 not to use the name on any branded merchandise that may confuse consumers, but claims that promise has since been violated as the drag queen and LGBT activist has sold apparel with phrases like “Pattie Gonia Hiking Club.”

Attorneys representing the brand sent an email to Wiley last February, the lawsuit noted. “Patagonia remains supportive of your work but must insist that the Pattie Gonia persona not be commercialized and continue to adhere to the commitments made in 2022,” the email says.

“Unfortunately, these latest product sales force Patagonia’s hand and so I’m asking that you discontinue sales of t-shirts and stickers (or any product) using Pattie Gonia branding or designs substantially similar to Patagonia’s logos,” it said.

Wiley and his business partner said in reply that they “have never and will never reference the brand Patagonia’s logo or brand,” and claimed there was room for Patagonia and Pattie Gonia to “play in this box.”

Patagonia noted that the lawsuit was filed in response to Wiley trying to trademark “Pattie Gonia.” They are seeking $1 in damages and court orders to prevent Wiley from continuing to use the name.

“While Patagonia seeks only nominal monetary damages, the harm Pattie Gonia has caused and will cause to the Patagonia brand is irreparable and cannot be remedied by money damages or other remedies short of an injunction,” the lawsuit says.

While Patagonia has not had any professional relationship with Wiley, he has worked with other major brands in the past. In 2022, the non-profit organization Audubon Society promoted a video of Pattie Gonia dressed as an elaborate bird while performing an interpretive dance to promote climate change awareness, as The Daily Wire previously reported.

Then in 2023, the outdoor sports gear brand The North Face debuted an over-the-top “Summer of Pride” promotion on social media, which included Wiley performing as Pattie Gonia.