{"id":166147,"date":"2020-04-16T12:07:00","date_gmt":"2020-04-16T12:07:00","guid":{"rendered":"https:\/\/www.theindustry.fashion\/joe-lycett-concludes-hugo-boss-saga-with-tv-stunt\/"},"modified":"2021-08-06T12:05:27","modified_gmt":"2021-08-06T12:05:27","slug":"joe-lycett-concludes-hugo-boss-saga-with-tv-stunt","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/joe-lycett-concludes-hugo-boss-saga-with-tv-stunt\/","title":{"rendered":"Joe Lycett concludes Hugo Boss saga with TV stunt"},"content":{"rendered":"\n<p>Last month, comedian Joe Lycett\u00a0<strong>legally changed his name to Hugo Boss<\/strong>, in a protest against the <a href=\"https:\/\/www.theindustry.fashion\/intelligence\/hugo-boss\">fashion house<\/a> for allegedly\u00a0<strong>targeting small businesses and charities who use the word \u201cboss\u201d<\/strong>\u00a0in their names.<\/p>\n<p>The comedian made the announcement on Twitter after\u00a0<strong>calling out the luxury company for costing small businesses<\/strong>, including\u00a0Swansea brewery company Boss Brewing, \u201cthousands in legal fees and rebranding\u201d.<\/p>\n<p>The name change and<strong> accompanying publicity stunt outside Hugo Boss in London's Oxford Street<\/strong>, has finally been detailed in the latest episode of his Channel 4 show, <em>Joe Lycett\u2019s Got Your Back<\/em>, in which he \u201cfights for the rights of the Great British consumer\u201d.<\/p>\n<p><iframe loading=\"lazy\" title=\"Joe Lycett Changes NAME to Hugo Boss?? | Joe Lycett&#039;s Got Your Back\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/rmg7HZJNRx0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Boss, formally Lycett, came to the defence of small business Boss Brewing company, after they were forced to to shell out nearly \u00a310,000 defending itself in a legal battle against the clothing giant in a row over its name.<\/p>\n<p>A spokesperson for the fashion company responded in a statement: \u201cWe welcome the comedian formerly known as Joe Lycett as a member of the Hugo Boss family.<\/p>\n<p>\u201cAs he will know, as a \u2018well-known\u2019 trademark (as opposed to a \u2018regular\u2019 trademark)\u00a0<strong>Hugo Boss enjoys increased protection not only against trademarks for similar goods, but also for dissimilar goods across all product categories<\/strong>\u00a0for our brands and trademarks Boss and Boss Black and their associated visual appearance.\"<\/p>\n<p>Heather Williams, a Partner and Trade Mark Attorney with <a href=\"https:\/\/www.marks-clerk.com\/\">Marks &amp; Clerk, <\/a><a href=\"https:\/\/www.theindustry.fashion\/expert-warns-joe-lycetts-hugo-boss-could-face-legal-ip-hurdles\/\">advised TheIndustry.fashion<\/a>: \u201cIn a case where an individual changes their name to that of a brand, there is a risk of infringement if they start using their name \u2018in the course of trade\u2019. In particular,\u00a0<strong>a brand which has built up a reputation does not need to demonstrate there is consumer confusion in order to successfully enforce their rights<\/strong>.\"<\/p>\n<p>Today the comedian released a statement, confirming that going forward he will be using his birth name, Joe Lycett.<\/p>\n<p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">A statement <a href=\"https:\/\/t.co\/LkH792BoKZ\">pic.twitter.com\/LkH792BoKZ<\/a><\/p>&mdash; Joe Lycett (@joelycett) <a href=\"https:\/\/twitter.com\/joelycett\/status\/1250748183459909634?ref_src=twsrc%5Etfw\">April 16, 2020<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":137385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10488,6,10494],"tags":[13695,19149,17025,19147,19529,19146,19238,16975,16111],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Joe Lycett concludes Hugo Boss saga with TV stunt - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"Last month, comedian Joe Lycett\u00a0legally changed his name to Hugo Boss, in a protest against the fashion house for allegedly\u00a0targeting small businesses and\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.theindustry.fashion\/joe-lycett-concludes-hugo-boss-saga-with-tv-stunt\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Joe Lycett concludes Hugo Boss saga with TV stunt - TheIndustry.fashion\" \/>\n<meta property=\"og:description\" content=\"Last month, comedian Joe Lycett\u00a0legally changed his name to Hugo Boss, in a protest against the fashion house for allegedly\u00a0targeting small businesses and\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.theindustry.fashion\/joe-lycett-concludes-hugo-boss-saga-with-tv-stunt\/\" \/>\n<meta property=\"og:site_name\" content=\"TheIndustry.fashion\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/theindustryfashion\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-16T12:07:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-06T12:05:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2021\/07\/joelycett.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2070\" \/>\n\t<meta property=\"og:image:height\" content=\"1118\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tom Shearsmith\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:site\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tom Shearsmith\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.theindustry.fashion\/joe-lycett-concludes-hugo-boss-saga-with-tv-stunt\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.theindustry.fashion\/joe-lycett-concludes-hugo-boss-saga-with-tv-stunt\/\"},\"author\":{\"name\":\"Tom Shearsmith\",\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/person\/0ef585178e99d23ac0b525337547c9be\"},\"headline\":\"Joe Lycett concludes Hugo Boss saga with TV stunt\",\"datePublished\":\"2020-04-16T12:07:00+00:00\",\"dateModified\":\"2021-08-06T12:05:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.theindustry.fashion\/joe-lycett-concludes-hugo-boss-saga-with-tv-stunt\/\"},\"wordCount\":335,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\"},\"keywords\":[\"Boss\",\"Brewery\",\"Channel 4\",\"Comedian\",\"Hugo Bodd\",\"Joe lycett\",\"Marks &amp; 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