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Comedian Legally Changes Name To 'Hugo Boss' To Protest The Company Suing A Small Brewery

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A British comedian was so appauled over the actions of a multibillion-dollar fashion empire he changed his own name and got the last laugh in one fell swoop. 

Joe Lycett - performer and regular on UK TV (QI, 8 Out Of 10 Cats, Nevermind The Buzzcocks) has legally changed his name to protest the global fashion empire Hugo Boss. 

The luxury brand has been threatening businesses that use the word "Boss" in their names, including a tiny brewrey in Swansea, Wales - Boss Brewery. 

This small business was forced into paying thousands of pounds to legally defend itself after Hugo Boss tried to stop the company from using the trade name last year. 

So Mr Lycett decided to champion the cause by officially changing his own name to "Hugo Boss".

He announced the hilarious change of name in an Instagram post:

“So Hugo Boss (who turnover approx $2.7 billion a year) have sent cease & desist letters to a number of small businesses & charities who use the word ‘BOSS’ or similar, including a small brewery in Swansea costing them thousands in legal fees and rebranding,” Mr Lycett explained in a recent Facebook post.

“It’s clear they HATE people using their name. Unfortunately for them this week I legally changed my name by deed poll and I am now officially known as Hugo Boss.

“All future posts from me are not from Joe Lycett but from Hugo Boss. Enjoy.”

Sharing the official document, the proved he was not bluffing and his Twitter bio now reads, “I am the comedian formerly known as Joe Lycett”.

His Wikipedia page has also been updated to reflect his new petty moniker.

Social media has been absolutely loving it, with Jameela Jamil commenting, "This is so iconic."

Cal Wilson chimmed in, "Marvelous ❤️"

Asim Chaudhry was floored by his fellow comic, "You legend!"

He even had someone offering to take his old name, "Does this mean your name is going begging? can i have it?"

Joe Lycett Hugo Boss is now looking at launching his own line of clothing to celebrate the new name.

Fans are fully behind the comedian, supporting his and suggesting great ways of using his new found name. 

“Can’t wait til you put some billboards up. Suggest: You, wearing one of their suits, striding over the squashed-together heads of the poor and oppressed,” one Facebook user posted, while a Twitter user suggested: “Now it’s time to get in the news for doing embarrassing stuff to drag the Hugo Boss name though the mud.”

It'll be interesting to see what becomes of this. But the new Hugo Boss has assured his following that he has never made uniforms for Hitler or his nazis...

For those unaware, Hugo Ferdinand Boss, the German founder of the Hugo Boss brand, became a member of the Nazi Party in 1931 and his company helped manufacture black uniforms for the SS and Hitler Youth.