Joe Lycett legally changes name to Hugo Boss to protest fashion house

Comedian Joe Lycett legally changed his name to Hugo Boss to protest the fashion house ‘targetting small companies and charities’ who use the word ‘boss’ in their names.

The 31-year-old pulled a classic Lycett move and went out of his way to prove a point.

Making the announcement on Twitter, Joe (sorry, Hugo) shared the document stating his name was changed to Hugo Boss.

He wrote: ‘So @HUGOBOSS (who turnover approx $2.7 billion 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. 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.’

He even has a new signature where the Hugo looks phenomenally phallic.

Fans stood by the now Hugo’s decision, praising him for ‘fighting the good fight.’

One user commented: ‘[Clapping emoji] Fighting the good fight, You could say you are Hugo Bossing it.’

‘I didn’t think I could love you anymore AND YET HERE WE ARE,’ another posted.

A fan questioned: ‘OMG, did you really do this? Of course you did, you’re Joe, erm I mean you’re Hugo Boss!’

Joe’s protest refers to Welsh brewery Boss Brewing who fell into a legal battle with the fashion house when it applied to trademark its name.

The owners Sarah John and Roy Allkin were dragged into a four-month battle after the luxury brand wrote them a letter stating they needed to ‘stop using [the name] immediately’.

Their ‘champion of beer’ Boss Black and supermarket best-seller Boss Boss had to be renamed – making the couple spend more time and money on individually swapping their labels.

Their drinks have been renamed to Boss Brewing Black and Bossy Bossy.

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