Comedian Joe Lycett said he has legally changed his name to Hugo Boss in a jibe against the German luxury designer. The fashion house has been using trademark claims to target small businesses and charities who use the name "boss".
Mr Lycett, 31, posted a letter on Twitter purporting to be from the UK Deed Poll Office, which committed him to "absolutely and entirely renounce, relinquish and abandon the use of my said former name".
He also changed his Twitter name to Hugo Boss. Mr Lycett said he would be "launching a brand new product as Hugo Boss" which will be revealed on a new series of the Channel 4 consumer rights show Joe Lycett's Got Your Back.
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