I had to look up what the actual situation is that all this is about, and it's so much worse than I thought.
I had assumed that some section of Tumblr sided with a media conglomerate against a fan artist because they sold fan art and they said something unpopular on Twitter once.
Y'all it's so much fucking worse.
Patagonia is suing a transgender drag queen for using a parody of their logo and the name Pattie Gonia for environmental activism. The thing Patagonia claims to support.
They're not going to succeed, because nothing she's doing is actually trademark infringement. But the fact that they're trying is appalling, and the legal fees she's going to have to pay to fight it...
Short version of what's happening based on what little reading I did: Drag artist has been using the name Pattie Gonia for years. Patagonia the company knows about this and was fine with it. She's an environmental activist and she's parodying Patagonia because they're all doing the same work to protect the environment. It's cool. She got into talks with Hydroflask to sell Pattie Gonia merch. Which is the point at which Patagonia got in a snit. They're suing her, it sounds like not even for selling anything, but for wearing something that had a logo on it that resembles their logo.
Short version of why this probably won't get them anywhere and also why it's evil:
Trademark protection is extremely specific. Often trademark suits over reach what is actually protected by a legal trademark. What's actually protected is a name or symbol which is similar enough that it might reasonably confuse the public, and crucially, it must be in the same business. So if you take the Patagonia logo and change the color and then slap it on your ice cream store, that's not trademark infringement. But if you use it to sell hiking equipment, it's trademark infringement. If you name your business Patagonia but you sell hand made incense or something... you could probably make an argument for why that isn't trademark infringement. If you name your store Pategonia and sell clothes, that's absolutely infringement.
Suits that over reach what's actually protected are rarely won, but sometimes they do put the smaller brand out of business with legal fees before a verdict is even reached, and then the damage in done. But in the US that's called a SLAPP (strategic lawsuit against public participation) lawsuit and it's actually kind of illegal to file them to begin with. But that law is poorly enforced. You're not supposed to sue someone to drown them in legal fees and scare people into not expressing themselves. But it happens anyway (Trump does it every few months to someone). In this case Pattie is being sued for $1 so it's like, blatantly obvious Patagonia knows they have no case and they're literally doing this to make a point.
No reasonable person is ever going to read Pattie Gonia and actually think that's the same thing as Patagonia. Nor is anyone going to think that the name Pattie Gonia on a waterbottle with a picture of a mountain range in trans pride colors is being sold by Patagonia. It's obviously parody. We all know it's parody.
Parody is explicitly protected. You can't sell a drawing of Mickey Mouse. But you can sell a drawing of a scruffy rat named Mikey who has the silhouette of Mickey Mouse, and Disney can't do shit because parody is explicitly protected. Though they'd probably still try to sue you because it's Disney and then you'd end up in court and have to get a lawyer, which is why no one does that.
Patagonia is going to lose. They know it. Pattie knows it. We all know it. But they're doing this to punish her. And the fact that they're doing it to an independent trans artist and activist is utterly vile.