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Comedian Joe Lycett changes name back from Hugo Boss
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nme.comIt would be "wrong", he said, for the brand to take credit for victories in his Channel 4 consumer TV show Joe Lycett has decided to return to using his birth name.
The comedian, who changed his name by deed poll last month to Hugo Boss in protest against the German fashion giant, announced today (April 16) that he is back to using his original name in order to prevent possible confusion that the brand has secured “one of the biggest financial victories every seen on a consumer TV show”.
Part of Lycett’s statement, made in reference to his Channel 4 consumer show Joe Lycett’s Got Your Back, reads: “A little over a month ago I changed my name by deed poll to Hugo Boss.
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