Joe Lycett has revealed his days as Hugo Boss are officially behind him.
Last month, the British comedian raised eyebrows when he took on the German fashion house of the same name, after reports the company was using trademark claims to target small businesses and charities who use the name “boss”.
“It’s clear that @HUGOBOSS HATES people using their name,” he said at the time. “Unfortunately for them this week I legally changed my name by deed poll and I am now officially known as Hugo Boss.
“All future statements from me are not from Joe Lycett but from Hugo Boss. Enjoy.”
However, on Thursday afternoon, Joe – who presents the consumer rights show Joe Lycett’s Got Your Back – announced that he was reverting back to his original name, apparently satisfied that his point had been made.
“A little over a month ago I changed my name by deed poll to Hugo Boss,” he explained. “This was to raise awareness about the fact the 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.”
Joe continued: “Hugo Boss released a statement saying they ‘welcome the comedian formerly known as Joe Lyctett 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.”
He then ended his post with “one final statement as Hugo Boss”, declaring: “Hugo Boss has a smelly bum bum.”
Shortly after his name change, Joe made headlines when he recorded a parody version of that celebrity Imagine video, roping in some famous mates for a decidedly less family-friendly version.
He also had viewers howling with his appearance via video-link on The One Show, where he made no secret of the fact that he’d already treated himself to a drink that day while in isolation.