British comedian Joe Lycett changes name to Hugo Boss as a sign of protest

The change comes as a protest against the fashion brand.

By ET Online | Mar 02, 2020, 06.18 PM IST

Joe Lycett also posted a picture with his new name on his identification card.

Twitter users were in for a surprise on Monday after it became evident that British comedian Joe Lycett has changed his name. The 31-year-old actor from Birmingham made the announcement on Twitter that he had legally changed his name to Hugo Boss.

Lycett wrote on Twitter that he had changed his name to Hugo Boss, in a protest against the German fashion company.

@HUGOBOSS It's clear that @HUGOBOSS HATES people using their name. Unfortunately for them this week I legally chang… https://t.co/bs0FXK9JxA
— Hugo Boss (@joelycett) 1583075577000

And his change of name has a bigger purpose as well, taking on fashion behemoth Hugo Boss, and the policies that it adopts. The company has been sending cease-and-desist letters to small businesses and charities who use the word "boss" in their names.

In his tweet Lycett wrote that Hugo Boss, with a turnover of $2.7 bn a year, has been intimidating small businesses including “a small brewery in Swansea”.

So @HUGOBOSS (who turnover approx $2.7 billion a year) have sent cease & desist letters to a number of small busine… https://t.co/pT23oW2Wn6
— Hugo Boss (@joelycett) 1583075550000

He also posted a picture with his new name on his identification card.

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