Patagonia is suing Pattie Gonia, a drag queen performer with an environmental message

Patagonia sues drag queen Pattie Gonia, seeking $1 for trademark infringement | Fortune

Patagonia filed trademark suit against Pattie Gonia (climate activist, 3M followers) over apparel sales under her name; $1 damages claimed, legal fees expected >$1M. Case highlights trademark liability in creator economy: brand's legal victory flips to narrative loss at scale, showing how social backlash outpaces litigation timeline—critical risk factor for IP strategy.