Joe Lycett Legally Changed His Name to Hugo Boss
The move by the U.K. comedian comes in protest against the fashion giant
The rather intense — and hilarious — move comes in response to the company's practice of sending out cease-and-desist letters to small businesses and charities who use the word "boss" in their names. The fashion company often stylizes itself as simply "Boss" — something that has led the company to its protective and aggressive tactics.
"It's clear that Hugo Boss hates people using their name," Lycett tweeted on Sunday (March 1). "Unfortunately for them this week I legally changed my name by deed poll and I am now officially known as Hugo Boss."
The comedian formerly known as Joe Lycett — and now Hugo Boss — even added some photographic evidence of his name change.
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)
— Hugo Boss (@joelycett) March 1, 2020
The announcement soon led to a wave of international attention. On Monday,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
Hugo Boss did not historically manufacture uniforms for the Nazis. Sorry, THIS Hugo Boss did not historically manufacture uniforms for the Nazis.
— Hugo Boss (@joelycett) March 1, 2020
I have had a lot of press requests for statements today. I will now make a number of statements which I REALLY hope do not get confused with the opinions of @HUGOBOSS. Just to clarify these are the statements of Hugo Boss, not of Hugo Boss.
— Hugo Boss (@joelycett) March 2, 2020
Hugo Boss microwaves fish in the office.
— Hugo Boss (@joelycett) March 2, 2020
Hugo Boss always asks, "what percentage are you on?" before he lets you borrow his charger.
— Hugo Boss (@joelycett) March 2, 2020
Hugo Boss has a smelly bum bum.
— Hugo Boss (@joelycett) March 2, 2020
Hugo Boss doesn't flush unless it's his own house.
— Hugo Boss (@joelycett) March 2, 2020
And finally: Hugo Boss loves comedy consumer shows that stand up for small businesses who were issued cease and desist letters from multi-national corporations.
— Hugo Boss (@joelycett) March 2, 2020
The whole thing isn't going to end there either, as Hugo Boss promises this will all appear on the second series of the comedian's brilliant consumer affairs show Joe Lycett's Got Your Back.
As of press time, Hugo Boss has not responded to the protest. It's also unclear is Series 2 of the show will also be getting a name change to Hugo Boss's Got Your Back.