Patagonia Sues Pattie Gonia Over Trademark Infringement

Patagonia filed the complaint in federal court in January 2026, seeking nominal damages of one dollar plus legal fees. The suit alleges that Pattie Gonia, whose legal name is Wyn Wiley, has expanded from activism into commercial activities by selling apparel and merchandise under the Pattie Gonia name, potentially confusing consumers.

Pattie Gonia filed a trademark application for the name in September 2025 covering clothing and related services. Patagonia contends this reflects an intent to launch a broader commercial enterprise that overlaps with its own marks in apparel and environmental advocacy.

The case has drawn public attention due to the shared environmental focus of both parties. Pattie Gonia has publicly asked Patagonia to drop the suit, describing it as inconsistent with the company's values.

Recent commentary highlights questions around parody, persona use, and when activism crosses into commercial trademark territory.

Sources: https://apnews.com/article/patagonia-trademark-pattie-gonia-climate-e479a32a66c1d8c6dae95936b401984a https://ipwatchdog.com/2026/06/16/when-does-parody-become-trademark-problem-lessons-patagonia-pattie-gonia-dispute/