Comedian Joe Lycett changes his name legally to Hugo Boss in protest at fashion giant threatening to sue small businesses for using the word ‘Boss’
- Joe Lycett posted on Twitter today criticising the German fashion giant
- Mr Lycett said he had changed name by deed poll and posted the letter online
- The comedian is now known as Hugo Boss and not Joe Harry Lycett
A comedian has legally changed his name to Hugo Boss in protest at the company for targeting small businesses and charities who use the word ‘boss’ in their name.
Joe Lycett made the announcement on his Twitter this afternoon and posted a letter showing he had changed his name by deed poll.
In a post this he said: ‘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.’
In a follow up tweet he said: ‘It’s clear that @HUGOBOSS HATES people using their name.
Joe Lycett, pictured here on Sunday Brunch, has criticised the German fashion giant
Joe Lycett made the announcement on Twitter and posted a letter showing he had changed his name by deed poll
The comedian, now known as Hugo Boss, posted a letter showing he had changed his 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.’
One example referenced by Mr Lycett is that of a Welsh brewery called Boss Brewing who fell out with the clothing giant when it applied to trademark its name.
The owners Sarah John and Roy Allkin were dragged into a four-month legal battle after the luxury fashion brand wrote them a letter saying 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 are now called Boss Brewing Black and Bossy Bossy.
Mr John was initially determined to not let their business name change but after going back and forth with solicitors, he was not in the financial position to keep going.
Hugo Boss has been contacted for comment.
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