Patagonia sues drag queen activist and merchandiser Pattie Gonia, a familiar figure in Alaska climate campaigns

By SUZANNE DOWNING

June 3, 2026 – Outdoor apparel giant Patagonia has sued drag queen and environmental activist Wyn Wiley, better known as Pattie Gonia, in a trademark dispute over the use of a name that closely resembles the company’s globally recognized brand.

The lawsuit has an Alaska connection. Pattie Gonia has visited the state multiple times and has become a recognizable figure in climate activism campaigns tied to Alaska glaciers, Native activism, and opposition to resource development projects. Most recently, Wiley traveled to Alaska in 2023 to film the climate-themed music video “Won’t Give Up” at Exit Glacier and Holgate Glacier in Kenai Fjords National Park.

That project featured acclaimed cellist Yo-Yo Ma and Alaska musician Quinn Christopherson. During the trip, Pattie Gonia also participated in events with Native youth artists and organizers and hosted a drag show featuring Alaska performers. Organizers reported raising about $66,000 for Native- and women-led organizations.

Now the environmental activist who built a national following by blending drag performance, outdoor recreation, and climate advocacy finds itself in court with one of the outdoor industry’s most influential brands.

The lawsuit, filed Jan. 21 in federal court in Los Angeles, alleges that Wiley violated a 2022 agreement with Patagonia that permitted use of the Pattie Gonia persona for activism but restricted commercial activities that could create confusion with the Patagonia brand.

According to court filings, Patagonia claims Wiley began selling Pattie Gonia-branded apparel and merchandise in 2024 and 2025 and later sought trademark protection for the Pattie Gonia name across a broad range of commercial ventures, including clothing, endorsements, environmental events, guided hikes, and sustainability-related speaking engagements.

Patagonia argues that the move transforms what began as a parody and advocacy persona into a competing commercial brand. The company also alleges that some branding elements are similar to Patagonia’s well-known mountain logo and outdoor identity, creating the potential for consumer confusion.

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Rather than seeking substantial monetary damages, Patagonia is asking the court for nominal damages of $1, attorney fees, and an injunction blocking the trademark application and restricting future commercial use of the Pattie Gonia brand.

Wiley responded publicly in late May, accusing Patagonia of attempting to erase the Pattie Gonia name and “community.” In videos and an open letter posted online, Wiley said defending the case could cost more than $1 million despite Patagonia’s request for only $1 in damages.

Patagonia, meanwhile, has maintained that it must protect its trademarks and intellectual property regardless of any shared environmental values between the company and the activist.

The case remains pending and could ultimately determine whether Pattie Gonia is viewed primarily as a protected parody and advocacy persona or as a commercial brand that infringes on Patagonia’s trademark rights.