Daily US Times, London: British comedian Joe Lycett has legally changed his name to Hugo Boss to protest the German fashion company’s behavior.
The comedian announced on Twitter on Sunday that he had changed his name via deed poll to Hugo Boss.
The 31-year-old comedian posted a statement online where he claimed that the fashion brand had sent cease and desist letters to several small businesses and charities who have used the word “Boss,” costing them thousands of pounds in legal and rebranding costs.
He said in a tweet that it was “clear” the company “hates people using their name.” He also changed his twitter name to Hugo Boss, and his now reads: “I am the comedian formerly known as Joe Lycett.” The Wikipedia page of him also been updated.
“Unfortunately for them this week I legally changed my name by deed poll and I am now officially known as Hugo Boss,” the comedian tweets ”All future statements from me are not from Joe Lycett but Hugo Boss. Enjoy.”
He did not stop there and further announced he would be “launching a brand new product as Hugo Boss”, details of which would be revealed on the new series of Joe Lycett’s Got Your Back, on Channel 4. The show criticize big corporations to fight for the rights of British consumers.
According to the most recent annual report of the company, they made sales of $1.4 billion (€1.3 billion) in 2018.
Lycett said in a BBC interview that Welsh brewery Boss Brewing was sent a cease and desist letter by Hugo Boss after trying to trademark some beers.
According to the comedian, the brewery had spent £10,000 in legal fees and had been forced to rebrand as a result.
“I think it’s sort of a massive company taking on a little company, and it’s not fair” he said adding that nobody’s going to confuse a beer with Hugo Boss.
”I don’t think I’d splash myself with Heineken in the morning on my neck.”
Joe Lycett also wanted the German company to financially compensate Boss Brewing, and stop sending similar letters to other businesses.
“I would like them to stop doing this, stop sending these cease and desist letters because no one’s confusing these two things. They’re not confusing these two brands,” he added.
A Hugo Boss spokesperson defended the company’s stand to issue cease and desist letters to the small brewery business last year, saying ””Following the brewery’s application to register a trade mark, we approached them regarding the use of Boss in relation to two beer names in the portfolio.”
This was to avoid conflict and potential misunderstanding regarding the brands Boss and Boss Black, the spokesperson claimed, which had been used by the brewery but are (longstanding) trademarks of our company.