Comedian Joe Lycett legally changes his name to ‘Hugo Boss’ in protest against fashion house
02 March, 2020
A British comedian has taken the drastic step of legally changing his name in protest against global fashion empire Hugo Boss.
Joe Lycett - a performer and regular on UK Television shows such as for example Never Mind the Buzzcocks, 8 Out of 10 Cats and QI - has taken offence following the luxury brand started threatening businesses that use the word “Boss” within their names.
One of the businesses allegedly targeted by Hugo Boss was the Boss Brewery in Swansea in Wales, that was forced into paying a lot of money to legally defend itself after Hugo Boss tried to avoid the business using the trade name last year.
So Mr Lycett decided to have the last laugh - by officially changing his own name to “Hugo Boss”.
“So Hugo Boss (who turnover approx $2.7 billion a year) have sent cease & desist letters to several smaller businesses & charities who utilize the word ‘BOSS’ or similar, including a tiny brewery in Swansea costing them thousands in legal service fees and rebranding,” Mr Lycett explained in a recently available Facebook post.
“It’s clear they HATE people using their name. Unfortunately for them this week I legally changed my name by deed poll and I am now officially referred to as Hugo Boss.
“All future posts from me are not from Joe Lycett but from Hugo Boss. Enjoy.”
Mr Lycett also shared the official letter from THE UNITED KINGDOM Deed Poll Office London that seemingly proved he previously changed his name, and he also changed his Twitter bio to declare “I am the comedian formerly known as Joe Lycett”.
His Wikipedia page in addition has been updated to reflect his new petty moniker.
He also took to Twitter to reveal he was “very happy to announce that I am launching a brand new product as Hugo Boss” and added: “I’ve got some BIG news: I’m going to launch my very own fashion brand. The clothes are uniquely stunning. Please retweet my next tweet if you want it cause I'd like it to be massive.”
The stunt led to “Hugo Boss” trending in the united kingdom and has sparked an outpouring of support from fans.
“Can’t wait til you put some billboards up. Suggest: You, wearing one of their suits, striding over the squashed-together heads of the indegent and oppressed,” one Facebook user posted, while a Twitter user suggested: “Now it’s time to getting back in the news headlines for doing embarrassing stuff to drag the Hugo Boss name although mud.”
And another social media user joked he previously “taken trolling to a fresh level”.
The furore also inspired some social media users to indicate the German founder of the brand, Hugo Ferdinand Boss, joined up with the Nazi Party in 1931 and that his company helped manufacture black uniforms for the SS and the Hitler Youth.
Source: www.news.com.au