The outdoor clothing company Patagonia has filed a lawsuit against the drag queen and environmental activist Pattie Gonia, whose legal name is Wyn Wiley, alleging trademark infringement over the use of the word “gonia.” The case has prompted British intellectual property lawyers to renew calls for clearer guidelines on fair use in the context of parody and public figures.
In legal documents filed in the United States District Court for the District of Oregon, Patagonia claims that Pattie Gonia’s name and associated branding, including merchandise sold on her website, creates a likelihood of confusion with Patagonia’s registered trademarks, which include the words “Patagonia” and “Pattagucci.” The company argues that Gonia’s use of the suffix “-gonia” deliberately exploits Patagonia’s brand recognition to profit from environmental activism, a cause the company itself champions.
Pattie Gonia, known for blending drag performance with outdoor advocacy, has built a platform that includes hiking in full drag, fundraising for LGBTQ+ and environmental causes, and partnerships with major outdoor brands. Her legal team has indicated they will argue fair use, stating that her name is a play on her own surname and references both “gonium” and the Greek for “angle,” not a direct imitation of Patagonia.
In London, intellectual property specialists have noted that the case could set a precedent for how parody and personal branding intersect with corporate trademarks. Sarah Hamilton, a partner at a leading IP firm, said: “The courts must balance the protection of brand investment with the right to creative expression. Current fair use provisions in the UK, while robust, lack specificity for cases where an individual’s persona is the product. This case from the US may influence how British courts interpret similar disputes.”
The lawsuit comes at a time when Patagonia has positioned itself as a leader in corporate social responsibility, donating 1% of sales to environmental causes and suing the US government over public lands. Critics argue that suing a grassroots activist undermines this ethos. Patagonia has declined to comment beyond its legal filing, which states that the company must defend its trademarks to prevent dilution.
Pattie Gonia has garnered substantial public support, with a crowdfunding campaign for legal fees raising over $100,000 within days. Her next court appearance is scheduled for late March. The case is being watched closely by both the fashion and activist communities, as it tests the boundaries of trademark law in an era of personality-driven campaigning.
