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Pansexual comedian formerly known as Hugo Boss changes name back to Joe Lycett with one last scathing parting shot to the fashion brand

Patrick Kelleher April 16, 2020
Joe Lycett Hugo Boss

Joe Lycett (Ollie Millington/Getty)

Joe Lycett has reverted back to his original name following a hilarious viral trolling of the fashion brand Hugo Boss.

Last month, Lycett changed his name by deed poll to Hugo Boss in protest against the fashion brand’s treatment of small businesses and charities.

When he discovered that Hugo Boss sent cease and desist letters to small businesses using the word “boss” in their names, Lycett decided to mercilessly troll the company.

Writing on Twitter at the time, Lycett said he changed his name to Hugo Boss because the company “hates people using their name”.

Joe Lycett has officially gone back to his original name after he changed it to troll Hugo Boss.

He then confirmed that he had legally changed his name and would only be known as Hugo Boss going forward.

However, the hilarious viral moment has officially come to an end after the comedian confirmed on Twitter Thursday (April 16) that he has changed his name back to Joe Lycett.

“A little over a month ago, I changed my name by deed poll to Hugo Boss,” Lycett said in a statement.

It’s time for me to return to Joe Lycett.

“This was to raise awareness about the fact that fashion behemoth Hugo Boss have issued cease and desist letters to small businesses that have the word ‘boss’ in their names, including independent Swansea brewery, Boss Brewing.”

Lycett said his name change became “world news” and he had achieved his aim of raising awareness of the company’s tactics.

“It’s time for me to return to Joe Lycett,” he added.

“Hugo Boss released a statement saying they ‘welcome the comedian formerly known as Joe Lycett 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 concluded his statement with one final message to the brand: “Hugo Boss has a smelly bum bum.”

Changing his name was ‘a headache’ but was worth it to prove a point.

The comedian lashed out at the company last month after changing his name in an appearance on the Victoria Derbyshire programme.

He said changing his name had been “a headache” but stressed that he wanted to highlight the actions of Hugo Boss.

“It’s not fair, nobody is going to confuse beer with Hugo Boss,” he said.

“I would like them to stop doing this, stop sending these cease and desist letters, because no-one is confusing these two things.”

More: Hugo Boss, Joe Lycett

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