Joe Lycett changed his name by Deed Poll to Hugo Boss in a bid to fend off the German designer from sending more cease and desist letters to small retailers and charities who incorporate the name ‘boss’ as a part of their branding.
In a tweet posted yesterday, the 31 year old comedian said: “So @Hugo Boss (who turnover approx $2.7 billion a year) have sent cease and desist letters to a number of small businesses and 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.”
The bold move to change his name comes shortly after Joe (now Hugo), launched a new TV series ‘Got Your Back’ where he tackles scammers and defends the rights of consumers in the United Kingdom.
Hugo Boss is yet to comment.
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