Patagonia is suing Wyn Wiley—otherwise known as Pattie Gonia—for trademark infringement, trademark dilution, and unfair competition.
From Instagram Activism to Federal Court: The Viral Lawsuit Timeline
Since her inception in 2018, Pattie Gonia’s environmental advocacy has mirrored “Patagonia’s own core initiatives.”
Patagonia initially had no issue since Wyn Wiley’s limited, non-commercial “use of [the] persona [was] to engage in activism…” The two co-existed—some may even say happily—for years.
The 2022 Collaboration That Set the Stage
With Patagonia’s blessing, The North Face, Hydroflask and Pattie Gonia partnered in 2022 on an environmental fundraiser.
During the early stages of planning, Hydroflask asked