"Patagonia, the outdoor apparel company, is suing Pattie Gonia, the drag queen and environmentalist, for trademark infringement-a move the company says is necessary to "protect the brand [it has] spent the last 50 years building." In a lawsuit filed in California federal court this week, Patagonia argues that Pattie Gonia's name, particularly when used on apparel or in support of environmental sustainability, competes "directly" with the products and advocacy work core to Patagonia."
"According to the lawsuit, the company and the environmentalist have long openly discussed how Pattie Gonia can continue her advocacy work and brand deals without infringing on Patagonia's trademarks. Pattie Gonia reportedly previously agreed to not use her name "in any form" on products, to not use or display Patagonia's logos, and to not use the same font, Belwe, that Patagonia uses."
Patagonia filed a federal lawsuit alleging that Pattie Gonia's name and apparel use compete with Patagonia's products and environmental advocacy and have already caused customer confusion. The complaint states that Pattie Gonia had agreed not to use her name on products, not to display Patagonia logos, and not to use Patagonia's Belwe font. Patagonia alleges that in 2024 Pattie Gonia sold branded apparel and used versions of the company logo, and that in September 2025 she sought to trademark "Pattie Gonia" for clothing and activism. The company seeks a nominal $1.00 in damages while emphasizing protection of its intellectual property.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]