Joe Lycett shares final statement as Hugo Boss before reverting back to old name
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standard.co.ukComedian Hugo Boss is now reverting back to his original name Joe Lycett. Lycett, 31, changed his name by deed poll to match the designer label last month, after the fashion brand was accused of taking legal action against small businesses and charities with the word ‘boss’ in their names.
Independent Swansea brewery, Boss Brewing, were just one of the companies that faced legal action from Hugo Boss. Announcing his decision to revert back to his old name, Boss/Lycett wrote on Twitter that he had succeeded in raising awareness of the brand’s actions. “And raise awareness it did,” his statement read. “It became world news with headlines across the globe and also Dick n Dom from da Bungalow said I should be knighted. “I have decided to go
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