Joe Lycett isn’t backing down in his protest of Hugo Boss and after legally changing his name to, err, Hugo Boss, he’s shared a series of hilarious statements on Twitter.
The 31-year-old comedian went well out of his way to prove a point while protesting against the fashion house, after Hugo Boss ‘targeted small companies and charities who use the word ‘boss’ in their names.
It’s caused a real nightmare for said small companies, costing them huge amounts of money to rebrand and pay out legal fees.
So, Joe decided that if Hugo Boss really hates people using its name so much, then he’ll just change his legal name to… well, Hugo Boss, along with a pretty phallic signature, just to really pack a punch.
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