Patagonia Sued Influencer Over Trademark Infringement
The outdoor brand has taken legal action against creator Wyn Wiley over the name Pattie Gonia.
Updated on Oct. 3, 2026 in Hiking
Live Poll
Do you believe companies should strictly enforce trademark rights against individual activists?
Outdoor apparel brand Patagonia has filed a lawsuit against environmental advocate and creator Wyn Wiley for trademark infringement and dilution. The company claims the trademark application Wiley filed for the name Pattie Gonia causes consumer confusion.
Why it matters
Patagonia asserts that it must actively defend its brand identity and trademarks against potential confusion in the marketplace. The legal conflict highlights the tension between established corporate brands and individual creators utilizing similar naming conventions.
The Pattie Gonia character, created by Oregon-based Wyn Wiley, currently maintains 1.8 million Instagram followers. The lawsuit seeks only $1 in damages plus legal fees, following a 2022 agreement that previously barred the sale of branded merchandise.
The players
Patagonia
This American outdoor clothing company is known for its environmental activism and focus on sustainable supply chains.
Wyn Wiley
Also known as the performer Pattie Gonia, this Oregon-based creator uses drag and outdoor advocacy to raise awareness for environmental causes.
The details
Patagonia previously entered an agreement with Wiley in 2022 that prohibited the sale of merchandise branded under the Pattie Gonia name. After Wiley filed a new trademark application for the name in 2025, Patagonia requested that the application be withdrawn and all branded apparel sales cease, which Wiley rejected.
Timeline
Wyn Wiley created the character Pattie Gonia in 2018.
Patagonia and Wiley reached a trademark agreement in 2022.
Wiley filed a trademark application for Pattie Gonia in 2025.
The article was published on October 3, 2026.
Culture Shift
This dispute reflects the broader tension between corporate trademark protection and the rise of personal brands in the outdoor industry. It follows the 2022 trademark agreement between Patagonia and Wyn Wiley, marking a clear escalation from previous efforts to settle naming rights disputes.
The lawsuit will not immediately change daily routines, but it could limit the availability of specific branded merchandise from the Pattie Gonia platform. Readers should monitor whether the legal proceedings result in a rebranding of the environmental content they follow.
The takeaway
Trademark disputes serve as a reminder that personal brand identity often faces significant hurdles when it mirrors established corporate entities. Creators should prioritize unique naming strategies to avoid legal entanglements as their influence grows.
Further reading
For more context on the intersection of outdoor culture and industry branding, visit the Hiking section.
Source note: This article includes information reported by The Post-Crescent.
Live Poll
Do you believe companies should strictly enforce trademark rights against individual activists?
