Published Apr 16, 2020Joe Lycett made international headlines recently when the British comedian officially changed his name to Hugo Boss, all in effort to highlight the fashion giant's aggressive and unfair trademark disputes. Following last week's premiere of Joe Lycett's Got Your Back Series 2 and his Hugo Boss segment, though, the consumer advocate is going back to being plain ol' Joe Lycett.
Today on Twitter, Lycett made the announcement of dropping the name Hugo Boss, which he adopted back in March. The name change came in protest of the German fashion brand sending cease-and-desist letters to small businesses and charities that used the word "boss" in their names.
"A little over a month ago I changed my name by deed poll to Hugo Boss," Lycett wrote in his statement today. "This was to raise awareness about the fact that fashion behemoth Hugo Boss have issued cease and desist letters to small businesses that have the word 'boss' in their name, including independent Swansea brewery, Boss Brewing. And raise awareness it did — it became world news with headlines across the globe and also Dick n Dom from da Bungalow said I should be knighted."
He continued: "Hugo Boss released a statement saying they 'welcome the comedian formerly known as Joe Lycett to the Hugo Boss family.' 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."
Concluding that "it is time for me to return to Joe Lycett," the comedian promises to reveal further details of his victory against Hugo Boss on Friday's new episode of Joe Lycett's Got Your Back, which airs on the U.K.'s Channel 4 and very much worth your time.
Before entirely signing off, though, Lycett does give us some parting words for Hugo Boss, writing: "Hugo Boss has a smelly bum bum."
You can see his full statement below, where you can also watch the recent segment about Hugo Boss on last week's Joe Lycett's Got Your Back.
A statement pic.twitter.com/LkH792BoKZ— Joe Lycett (@joelycett) April 16, 2020