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Joe Lycett changes name to Hugo Boss in protest against fashion house

Comedian made the move after discovering the luxury brand targets small companies with ‘Boss’ in title

Jacob Stolworthy
Sunday 01 March 2020 16:57 GMT
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Joe Lycett changes name to Hugo Boss

Joe Lycett has legally changed his name to Hugo Boss after growing angry with the fashion house for allegedly targeting small companies and charities who use the word “boss” in their names.

The comedian made the announcement on Twitter after calling out the luxury company for costing these small businesses, including Swansea brewery company Boss Brewing, “thousands in legal fees and rebranding”.

He wrote on Twitter: “So @HUGOBOSS (who turnover approx $2.7b a year) have sent cease & desist letters to a number of small businesses & charities who use the word ‘BOSS’ or similar, including a small brewery in Swansea costing them thousands in legal fees and rebranding.

“It’s clear that @HUGOBOSS HATES people using their name,” he continued.

“Unfortunately for them this week I legally changed my name by deed poll and I am now officially known as Hugo Boss. All future statements from me are not from Joe Lycett but from Hugo Boss. Enjoy.”

His Twitter bio now reads: “I am the comedian formerly known as Joe Lycett.”

The name change will be explored in a new episode of his Channel 4 show Joe Lycett’s Got Your Back, in which he “fights for the rights of the Great British consumer”.

He further explained the reasons behind his decision in a BBC interview with Victoria Derbyshire on Monday morning (2 March).

The news was met with widespread approval from his followers, including Boss Brewing, who called the move “just the most brilliant show of support”.

“Fighting the good fight,” one wrote, adding: “You could say you are Hugo Bossing it.”

Another said: “This made me love you even more than I already did.”

Lycett’s Wikipedia page has already been updated to reflect the change.

Joe Lycett’s Wikipedia page has been updated to reflect the name change (Wikipedia)

The British stand-up comedian, 31, is best known for his appearances on panel shows including 8 Out of 10 Cats Does Countdown and Taskmaster.

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