Joe Lycett changed his name to Hugo Boss to right a wrong and we really like his style
The comedian formerly known as Joe Lycett has quite a skill for going that extra mile and getting a laugh out of the results.
There was the time he challenged a parking fine …
Or when he persuaded the Mayor of Birmingham to officially open his kitchen.
The happiest moment of my pathetic life pic.twitter.com/2rRhraPNpi
— Hugo Boss (@joelycett) May 15, 2019
His latest venture is a TV show for Channel 4, entitled Joe Lycett’s Got Your Back, which sees the comedian unveil scams and dodgy practices as he takes the side of the little guy.
For an upcoming episode, he unearthed this information about German fashion house, Hugo Boss.
So @HUGOBOSS (who turnover approx $2.7 billion 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. (1/2)
— Hugo Boss (@joelycett) March 1, 2020
This was the first part of his response to their unfair targeting of the minnows of the business world.
It's clear that @HUGOBOSS HATES people using their name. 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. (2/2) pic.twitter.com/IlDoCrfmaO
— Hugo Boss (@joelycett) March 1, 2020
Here’s a closer look at the document.
It certainly seems official. That is the second part of the plan.
I am pleased to announce that I will be launching a brand new product as Hugo Boss. All will be revealed on the new series of #GotYourBack on @Channel4
— Hugo Boss (@joelycett) March 1, 2020
We can’t wait to see what the product is. The new Hugo Boss had this to add.
Hugo Boss did not historically manufacture uniforms for the Nazis. Sorry, THIS Hugo Boss did not historically manufacture uniforms for the Nazis.
— Hugo Boss (@joelycett) March 1, 2020
The old Hugo Boss couldn’t make the same claim – at least not honestly.
