Why has comedian Joe Lycett changed his name to Hugo Boss?

Stand-up changes name by deed poll in protest at fashion brand's legal tactics

Hugo Boss
(Image credit: (John MacDougall/AFP via Getty Images))

The comedian Joe Lycett has changed his name to Hugo Boss by deed poll as a protest against the clothing brand’s legal action against small businesses and charities that use the word boss in their names.

The Guardian says the stand-up’s “surreal revenge mission” is being taken on behalf of a number of small businesses, including Welsh craft brewery Boss Brewing, which was landed with a £10,000 legal bill after the luxury designer brand sent it a cease-and-desist letter.

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