Patagonia vs. Pattie Gonia: Trademark Questions Behind a Viral Dispute

By Monika Trombitas Andersson | Posted on May 29, 2026

The trademark dispute between outdoor giant Patagonia and environmental activist and drag artist Pattie Gonia has made headlines across the globe. Without commenting on the merits of the pending US proceedings, the case has triggered a wave of genuinely interesting trademark questions in the public conversation. In this article, we take a closer look at...