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Victoria Derbyshire

Joe Lycett: Changing my name to Hugo Boss has been a headache

Joe Lycett Victoria Derbyshire Britain Germany BBC show Hugo Boss

03.07.2020 - 12:34

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The comedian formerly known as Joe Lycett has said that changing his name to Hugo Boss via deed poll has been “a headache.” The TV star is now legally called Hugo Boss, in a jibe against the German luxury designer using trademark claims to target small businesses and charities who use “boss” in their branding.

He said that he has been surprised at the response to his decision since announcing it on Sunday. He had 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”.

His move garnered a lot of attention, and he became a trending topic on Twitter. Appearing on BBC Two’s Victoria Derbyshire show, the host

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BBC DJ changes name to Joe Lycett amid comedian’s Hugo Boss stunt

"Please take this seriously, because I’m deadly serious about it"