Patagonia sues climate activist Pattie Gonia over brand name

The outdoor brand Patagonia is suing drag queen and climate activist Pattie Gonia for trademark infringement, a move that pits two ideologically aligned entities against each other. Patagonia, known globally as a pioneer in ecological and social activism within the textile industry, is taking legal action against a persona whose name clearly alludes to the brand and who is also dedicated to environmental activism.

Patagonia stated it preferred to avoid litigation and had sought dialogue with Pattie Gonia for years to discuss how her environmental and social engagement could continue without infringing on brand rights. However, in 2024, Pattie Gonia began selling clothing online under the name "Pattie Gonia." In September 2025, she filed a trademark application to secure exclusive rights to the brand and name, which directly overlap with Patagonia's long-standing business areas.

Under U.S. trademark law, consistently pursuing potential infringements is almost a requirement to avoid weakening one's own protection claims long-term. The lawsuit, therefore, appears to focus less on financial damages and more on controlling who can economically use the name. "We absolutely did not want a legal dispute with someone who shares our values, but we must protect our company and our employees," Patagonia wrote.

The case highlights a fundamental contradiction in modern corporate policy: even brands that publicly position themselves as political actors can clash with activists when economic interests are at stake. The situation brings to the fore the complex relationship between corporate social responsibility, brand identity, and the legal frameworks that govern commercial use of names and symbols.

“

We wanted to avoid a legal dispute with someone who shares our values, but we must protect our company and our employees.