Comedian Joe Lycett has legally changed his name to Hugo Boss, in a protest against the fashion house for allegedly targeting small businesses 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 small businesses, including Swansea brewery company Boss Brewing, “thousands in legal fees and rebranding”.
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”.
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. (2/2) pic.twitter.com/IlDoCrfmaO
— Hugo Boss (@joelycett) March 1, 2020
Boss, formally Lycett, came to the defence of small business Boss Brewing company, after they were forced to to shell out nearly £10,000 defending itself in a legal battle against a clothing giant in a row over its name.
The multi-award winning brewery applied to own the trademark of its name in Spring 2019, a procedure which should usually cost £300.
After a four-month legal battle, the company ended up paying almost £10,000 in solicitors’ fees by the time it was all resolved.
The verdict resulted in the award-winning beer company being forced to change its name, with the additional stipulation that they cannot sell clothing anymore.
The brewing company have since applauded Boss, formally known as Lycett, for his actions and raising awareness to the issues small company’s face from giants like HUGO BOSS.
So it’s official!! @joelycett (we mean Hugo) has only gone and done it! Just the most brilliant show of support from Joe. Can’t wait for you all to see the episode we filmed for his Channel 4 ‘Got Your Back’ show on the whole Hugo Boss saga. #LikeABoss https://t.co/vHLIDBToCa
— Boss Brewing (@BossBrewingCo) March 1, 2020