Joe Lycett changes name to Hugo Boss

Lycett, now Hugo Boss, took the action after the other Hugo Boss was accused of taking heavy-handed legal action against small businesses and charities that use the word boss in their names. Among its targets was Boss Brewing, a craft brewery based in Swansea, whose own boss described the stunt as “brilliant from a David and Goliath point of view” that drew attention to how “silly” the fashion company’s approach was.

This is Hugo Boss... the comedian formerly known as @joelycett.

This morning he came to tell @vicderbyshire why he's changed his name by deed poll.https://t.co/DfXhuSolj3 #VictoriaLIVE pic.twitter.com/O6nVs5Ywx1

— Victoria Derbyshire (@VictoriaLIVE) March 2, 2020

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. (1/2)

— Joe Lycett (@joelycett) March 1, 2020

Hi mate just realised I had one of your suit bags which incidentally doubles up as an oversized present holder @joelycett #HugoBoss obvs I don't have a suit just the bag somehow, perhaps taken it by mistake and sorry will return it when I've done with it 👊 pic.twitter.com/xc08Yf4I3v

— Paul Chuckle (@PaulChuckle2) March 2, 2020

Fantastic. The man formerly known as Joe Lycett tries too hard sometimes in his comedy but this is great if he actually has done it. Obviously brands have to protect themselves but something the size of Boss doesn't need to go after every company that uses the word... not sure how they can anyway, you can't copyright a common word like that

https://www.superiorpics.com/news/im...-cle-91103.jpg

I don't particularly like Joe Lycett's humour but this is genuninely hilarious. Deed poll and everything!!

That is funny, wonder how long he'll keep it.

I was wondering that too

Since the name was free to take...

Meet Joe Lycett the new Mid Morning presenter on BBC WM.

Danny has completed his deed poll application. Here he is signing it! pic.twitter.com/lz8iHuhYix

— BBC Birmingham & Black Country (@bbcwm) March 3, 2020

I love his work with email scammers etc - I find him quite funny.

I hope Hugo Boss gives him a bit payout to change his name xD!

Doubt it, otherwise everyone would change their name in hopes for a payout... Though he has more of a following than I. So he'll likely get a response, but I bet Huge Boss will just ignore it