Joe Lycett Hugo Boss

Boss Brewing did not have unlimited resources to take on Hugo Boss but still ended up spending thousands of dollars trying to negotiate with Hugo Boss. Joe Lycett announced he had changed his name by…

Joe Lycett Hugo Boss Twitter

Comedian Joe Lycett has legally changed his name to Hugo Boss in a protest against the German fashion brand. The bold move comes ahead of the launch of a second series of the programme Joe Lycetts Go…

Joe Lycett Hugo Boss Signature

British bisexual comic Joe Lycett has changed his name to Hugo Boss to protest the way the company protects its brand. A video was also put up of him signing the paperwork and a photograph of the doc…