Patagonia Sues Drag Performer Pattie Gonia Over Trademark

Patagonia Inc. filed suit in the U.S. District Court for the Central District of California on January 21, 2026, seeking nominal damages of one dollar plus attorneys' fees. The complaint alleges that performer Wiley (who performs as Pattie Gonia) infringed the company's marks by applying to register "Pattie Gonia" as a trademark for clothing and event promotion services in September 2025.

The company contends that the application and proposed commercial use would cause irreparable harm to its brand, which derives from the South American region of Patagonia. Wiley had previously used the name in activism and performance contexts.

In response, Wiley posted a public video and sent a letter to Patagonia's board asking the company to withdraw the action, describing it as an attempt to erase an activist. The suit remains pending.

The dispute has drawn public attention due to the parties involved and the environmental overlap in their respective missions.