Patagonia has built a corporate identity centered on climate survival, operating through a trust dedicated to fighting climate change. In January 2026, Patagonia filed a trademark infringement lawsuit in federal court against Oregon photographer and entrepreneur Wyn Wiley, known for the Pattie Gonia drag queen climate activism persona. The complaint alleges Wiley’s growing commercial activities have shifted from creative advocacy into a corporate brand that infringes and dilutes Patagonia’s globally recognized name and its mountain-skyline “P-6” logo. The dispute traces back to 2022, when Hydro Flask considered a marketing collaboration with Wiley and approached Patagonia to avoid brand friction. Patagonia met with Wiley and Hydro Flask executives and documented boundaries in an email understanding in February 2022, allowing continued persona use for advocacy and live performances.
"Under that arrangement, Wiley was permitted to continue utilizing the persona for advocacy and live performances, provided it "
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