Comedian Joe Lycett has legally changed his name to Hugo Boss because he says the fashion company 'hates people using their name'.
The Birmingham comic changed his named by deed poll to taunt the designer brand over its attempts to stop smaller companies using the 'Boss' name.
The star formerly known as Joe Lycett explained his decision to Victoria Derbyshire on her BBC Two show this morning. “So, Hugo Boss is also a company, and there’s a small company called Boss Brewing in Swansea, who are a little new business, and they tried to make a trademark for a couple of their beers," he said. "Hugo Boss sent them a cease and desist letter, which is a legal letter that says stop doing what they think is alleged illegal activity. “It’s a
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