Summary
Patagonia Inc., the outdoor apparel company widely recognized for its environmental advocacy, is involved in a trademark dispute with drag performer and climate activist Pattie Gonia—a conflict that has the potential to evolve into a significant public relations challenge for the company.
Bloomberg Law
"Patagonia Inc., the outdoor apparel brand known for its pro-environment stance, is embroiled in a trademark dispute with drag queen and climate activist Pattie Gonia in what could become a PR nightmare.
The company says Entrepreneur Enterprises Inc., doing business as Pattie Gonia Productions, infringed its trademarks through merchandise branding in violation of a 2022 agreement. Its lawsuit seeks only $1 in damages, as the company said the case isn’t about money, but rather the need to “protect our business and employees.”
But the maneuver may backfire.
Pattie Gonia, who rose to fame from a viral video of her hiking in heels, responded with a statement on TikTok that has garnered over 5 million views and generated a social media firestorm.
“This is not a brand conflict. This is a corporation trying to erase an activist,” said the drag queen whose platform for climate and LGBTQ+ activism boasts millions of followers. “This is how corporations bully individuals.”
Patagonia stressed that the company isn’t fighting over money or politics.
“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 last thing we wanted was a legal fight with someone who shares our values, but we must protect our business and employees,” it said in an emailed statement.
This article was originally published in Bloomberg Law.
