From Gucci vs Guggl to Ferrari vs Wee Power , legal disputes over brand names and logo designs are often billed as David vs Goliath battles, but they tend to blow over. A corporate giant might get dubbed petty getting litigious against a smaller business, but that doesn't tend to turn customers against it on a large scale. Patagonia vs Pattie Gonia hits differently, and it's turning into every brand's worst nightmare.

If you've not heard the news, Patagonia, the clothing company, is suing a climate activist drag queen called Wyn Wiley, who performs under the name Pattie Gonia.…