Update on protecting our brand

Over the past several years, we've tried to find a path forward that would allow Pattie Gonia to continue their work while also protecting the Patagonia trademark. These conversations have included multiple proposals-each intended to support that path-along with ongoing dialogue and genuine efforts to avoid this ending up in court. Unfortunately, we could not reach an agreement.

Patagonia has a responsibility to protect the company that generations of employees have helped build. Not because a name matters more than people, but because that name carries trust, purpose, and decades of work connected to environmental activism, product, storytelling and community impact. Protecting the Patagonia trademark is part of protecting the ability of this company to continue doing that work in the future.

This matter is not about seeking financial gain, nor is it about challenging anyone's identity or right to advocacy, protest, or creative expression. The last thing we wanted was a legal fight with someone who shares our values, but we must protect our business and employees.

About Patagonia

We're in business to save our home planet. Founded by Yvon Chouinard in 1973, Patagonia is an outdoor apparel company based in Ventura, California. As a certified B Corporation and a founding member of 1% for the Planet, the company is recognized internationally for its product quality and environmental activism, as well as its contributions of more than $240 million to environmental organizations. Its unique ownership structure reflects that Earth is its only shareholder: Profits not reinvested back into the business are paid as dividends to protect the planet.