US: Patagonia faces backlash over trademark lawsuit against drag performer

The US retailer filed a lawsuit in California in January against Wyn Wiley, alleging the use of the name infringes its trademark rights. Patagonia is seeking nominal damages of $1 plus legal costs.

Wiley has rejected the claims, arguing that the case relies on a handful of examples of parody and fan art. The performer said drag is “built on parody, puns and jokes” and denied using Patagonia’s logo on merchandise.

The dispute gained widespread attention after Wiley urged supporters on Instagram to pressure the company to abandon the case.

In a statement issued last week, Patagonia defended the lawsuit, saying it had a duty to protect its brand and employees.

“This matter is not about seeking financial gain, nor is it about challenging anyone’s identity or right to advocacy, protest, or creative expression,” the company said.

Trademark lawyers said the case highlights the difficult balance companies face between protecting valuable intellectual property and avoiding reputational damage.

Louise Popple, senior counsel at Winston Taylor, said Patagonia’s concerns were understandable given the resources invested in building its brand, but questioned whether the legal action was prudent from a public relations perspective.

Other legal experts noted that US trademark officials did not initially identify a conflict between the names Patagonia and Pattie Gonia, raising questions about the company’s decision to pursue litigation.