Patagonia Sues Pattie Gonia Over Trademark Use

Patagonia Inc. filed a federal trademark infringement lawsuit against entrepreneur Wyn Wiley, known professionally as Pattie Gonia, in the U.S. District Court for the Central District of California. The complaint alleges that Wiley has expanded use of the Pattie Gonia name beyond discrete activism into commercial activities, including merchandise sales and services that overlap with Patagonia’s outdoor apparel and environmental advocacy offerings.

The suit claims violation of a prior 2022 agreement under which Wiley agreed not to sell Pattie Gonia-branded merchandise or use designs substantially similar to Patagonia’s logos. Patagonia seeks nominal damages of one dollar plus attorneys’ fees, asserting irreparable harm to its brand from the commercial expansion.

Wiley has publicly rejected a settlement offer from Patagonia that would require withdrawal of trademark applications for the Pattie Gonia name. In statements, Wiley described the proposal as an attempt to erase advocacy work and indicated readiness to litigate the matter.

The case highlights tensions between brand protection and personal name rights in the context of activism and entertainment. Proceedings remain ongoing following the January filing and recent settlement developments reported in early June 2026.

Sources: https://www.nytimes.com/2026/06/02/us/pattie-gonia-patagonia-trademark-lawsuit.html https://www.forbes.com/sites/conormurray/2026/06/02/pattie-gonia-rejects-patagonias-offer-to-drop-trademark-suit-says-it-would-erase-my-advocacy/