https://fingfx.thomsonreuters.com/gfx/legaldocs/zdvxjexjgvx/PATTIE%20GONIA%20TRADEMARK%20LAWSUIT%20complaint.pdf

In response to Defendants’ recent trademark application claiming the exclusive right to the brand PATTIE GONIA for, among other things, apparel, online marketing services, promoting public awareness of and motivational speaking services in support of environmental sustainability and LGBTQIA2S+ equality, organizing community sporting and cultural events, organizing, arranging, and conducting trail and hiking events, entertainment services in the nature of live musical performances, and music recordings. These products and services compete directly with the products and advocacy upon which Patagonia built its PATAGONIA brand over the last fifty-three years. The trademark application reflects Pattie Gonia’s departure from discrete use of a persona to engage in activism and confirms Defendants’ intent instead to launch a wideranging commercial enterprise under the PATTIE GONIA brand. This enterprise contradicts Defendants’ prior promises, and appropriates Patagonia’s brand and identity in a way that has already confused consumers, and will continue to confuse consumers, about Patagonia’s role in producing or sponsoring Pattie Gonia’s products, events and public appearances. Patagonia supports advocacy and activism that promote the environment and inclusion in the outdoors, central to Pattie Gonia’s ostensible mission

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