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Joe Lycett reverts to using own name after legally changing it to Hugo Boss

The Independent logo The Independent 16/04/2020 Isobel Lewis
Joe Lycett posing for the camera © Provided by The Independent

Joe Lycett has returned to using his own name after legally changing it to Hugo Boss.

The stand-up comedian, who hosts Channel 4’s consumer affairs show Joe Lycett’s Got Your Back, made the move in March after learning that the fashion brand had been sending cease and desist letters to small businesses for “using their name”.

In a statement shared on Twitter, the 31-year-old comedian has now revealed that while his name change had proved his point, he no longer wanted to be associated with the brand.

“Hugo Boss released a statement saying they ‘welcome the comedian formerly known as Joe Lycett to the Hugo Boss family’,” he wrote. “Well I have decided to go back to the Lycetts. They don’t target small businesses, if you ignore the time mum posted a dump to the local florist.”

He continued: “It’s time for me to return to Joe Lycett. In tomorrow’s episode me and my team secure one of the biggest financial victories ever seen on a consumer TV show. It is worth millions. It would be wrong for the company Hugo Boss to in any way take claim of this victory, or indeed the many other victories across the series.”


Lycett then added one final statement as Boss, writing: “Hugo Boss has a smelly bum bum.”

The comedian initially announced the news of his name change on Twitter back on 1 March, writing: “So @HUGOBOSS (who turnover approx $2.7b 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.

“It’s clear that @HUGOBOSS HATES people using their name,” he continued.

“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 but from Hugo Boss. Enjoy.”


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