Sad news, folks – Hugo Boss is no more… as comedian Joe Lycett has announced he’s officially changed his name back to become Joe Lycett once again – but not before landing a business rights victory ‘worth millions’.
The comedian legally changed his name to Hugo Boss in protest against the business back in March, who the fashion brand apparently targeted small businesses for using the word Boss. Done as part of his consumer rights TV series, Joe Lycett’s Got Your Back, Joe then launched a number of publicity stunts, appearing on TV under the name, holding fashion shows, and generally making sure the company paid attention.
However, now he’s proved his point, he’s decided to return to his former life, and become Joe Lycett forevermore (or until he needs to make another point with a multi-million pound empire.)
In a statement made on Twitter, he wrote: ‘A little over a month ago I changed my name by deed poll to Hugo Boss. 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.’
On why he decided to return to the House of Lycett, Joe 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.’
‘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,’ the star added.
‘It is worth millions. It would be wrong for the company Hugo Boss to in any way take claim of this victory, or indeed many other victories across the series.’
In one final poignant goodbye, Joe declared: ‘I would however like to take this opportunity to issue one final statement as Hugo Boss:
‘Hugo Boss has a smelly bum bum.’
Fare thee well, Hugo Boss.
We hardly knew ye.
News sourced from: Metro