Patagonia Takes Legal Action Against Drag Artist Patti Gonia
Be cautious with your wordplay; trademark issues can arise more easily than one might think. Outdoor apparel company Patagonia is reportedly pursuing legal action against Patti Gonia, the performance persona of independent drag artist Win Wiley, who describes themselves as “an artist dedicated to people and the planet.”
Wiley, who has around 1.5 million followers on Instagram, has recently produced a video series where they hike “100 miles in drag” to raise funds for an outdoor nonprofit. According to court documents acquired by Bloomberg Law, Patagonia argues that Wiley is delving into areas that could overlap with their brand. They claim that Wiley’s activities, which include, among other things, online marketing for environmental sustainability and LGBTQIA2S+ advocacy, directly compete with Patagonia’s products and messaging.
Patagonia states that they have invested over 53 years into building their brand. The company views Wiley’s trademark application as a shift away from personal artistic endeavors toward a broader commercial venture under the name “PATTIE GONIA.”
In their defense, Patagonia has expressed support for rights advocacy and community activism. They claim to have previously discussed with Wiley how they might continue advocating for causes without infringing on Patagonia’s brand identity. However, they allege that Wiley did not adhere to their agreement.
It’s intriguing to contemplate whether Patagonia could have avoided this entire situation by opposing Wiley’s activities initially. Their current stance appears to make the company look a bit unfocused. Patagonia has even created content that bends societal norms; they had a film called “They” released in 2021, which featured a transgender mountaineer exploring northern Arizona.
The brand also endorses initiatives like Queer Nature, which focuses on nature education tailored for LGBTQIA+, Two-Spirit, and non-binary communities. As the organization’s website articulates, they aim to explore “queer ‘ancestral futurism'” and alternatives to modern society through practical teachings.
Now, one might wonder how all this relates to hiking. Patagonia’s lawsuit mentions email exchanges between them and Wiley, in which Patagonia expressed admiration for Wiley’s climate change efforts. Allegedly, Wiley’s email signature boldly claims: “Drag Queen, Professional Homosexual, Intersectional Environmental Activist.”
It’s somewhat amusing, yet perplexing, to see how Patagonia’s legal team is making a deliberate effort to clarify that they’re not fundamentally opposed to Wiley’s drag performances. After all, as the saying goes, “If you lie down with dogs, you rise up with fleas.”
