Joe Lycett changes name to Hugo Boss after brand targeted businesses who use word ‘boss’

Words: Steve Brown

Joe Lycett has legally changed his name to Hugo Boss after the fashion brand were targeting small businesses and charities who used the name ‘boss’.

According to the comedian, who identifies as pansexual, the luxury German brand has sent ‘cease and desist’ letters to a number of small businesses or charities who use the word ‘boss’.

Lycett said that a small brewery in Swansea was forced to spend thousands of pounds on legal fees and rebranding after Hugo Boss got in touch.

And now, in an act of defiance, Lycett has taken to Twitter to reveal he has officially changed his name to Hugo Boss.

Posting a letter on Twitter – which had the UK Deed Poll Office’s letterhead – the 31 year old revealed he ‘absolutely and entirely renounce, relinquish and abandon the use of my said former name’.

He wrote: “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.

“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 by from Hugo Boss. Enjoy.”

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