Patagonia is facing a growing backlash after launching a trademark lawsuit against US drag performer and climate activist Pattie Gonia, who has accused the outdoor clothing brand of trying to “erase an activist”.

Wyn Wiley, who performs as Pattie Gonia, has urged Patagonia to drop the legal action, which alleges the performer’s name and branding are causing “irreparable” damage to the retailer’s goodwill.

The dispute centres on Wiley’s use of the Pattie Gonia name, a drag pun on the Patagonia brand, and a trademark application filed by the performer last year.

Patagonia, which was founded in 1973 and has built much of its reputation around environmental activism, claims the application would allow Pattie Gonia to use the name across clothing, advocacy and marketing in a way that competes with its own brand and activism.

The company is seeking a nominal $1 in damages, as well as legal fees, and wants to block the Pattie Gonia trademark from being registered.

However, Wiley has pushed back strongly, saying the lawsuit threatens “the erasure of my name, my advocacy, my community” and the livelihoods of the people employed by the Pattie Gonia platform.

In an open letter to Patagonia’s leadership, Wiley said Pattie Gonia had raised $3.7m for environmental causes and argued the legal action was at odds with the brand’s stated mission to protect the planet.

“This is not a brand conflict,” Wiley said. “This is a corporation trying to erase an activist.”

Wiley acknowledged that some merchandise had included “playful parody” of Patagonia, but denied copying the company’s branding, logo or font, arguing that “drag is built on parody, puns and jokes”.

“If Patagonia wants to celebrate Pride Month this year by taking a queer climate activist to federal court, then I’m here to fight for myself,” Wiley added.

Patagonia said it had tried to avoid a legal dispute and insisted the case was not about financial gain or challenging Wiley’s identity, advocacy, protest or creative expression.

The company said “the last thing we wanted was a legal fight with someone who shares our values”, but added that it had a responsibility to protect its business, employees and intellectual property.

It claimed it had spent several years trying to find a path forward that would allow Pattie Gonia to continue their work while protecting the Patagonia trademark.

The brand has since been flooded with comments from Pattie Gonia supporters on social media, many calling on the business to drop the lawsuit.

The row risks becoming an uncomfortable brand moment for Patagonia, which has long positioned itself as one of retail’s most purpose-led companies.

In 2022, founder Yvon Chouinard gave away ownership of the company to a trust and non-profit structure designed to direct profits towards environmental causes.