British comedian, Joe Lycett legally changes name to Hugo Boss to protest fashion house

British Comedian Joe Lycett legally has announced his decision to legally change his name to Hugo Boss, in protest of the fashion house ‘targetting small companies and charities’ who use the word ‘boss’ in their names.

The 31-year-old took to Twitter to announce, also sharing the the document stating his name was changed to Hugo Boss.

His post reads, “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.

“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.

Although surprised by his action, some Fans stood by the now Hugo’s decision, praising him for ‘fighting the good fight.’

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 have been renamed to Boss Brewing Black and Bossy Bossy.

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