", The company, who often style themselves as simply "Boss", added: "We welcome the comedian formerly known as Joe Lycett as a member of the Hugo Boss family. London (CNN) A British comedian has legally changed his name to Hugo Boss to protest behavior by the German fashion company. The stand-up comedian, who hosts Channel 4 ’s consumer affairs show Joe … Lycett, who is 31 and from Birmingham, claimed he'll be "launching a brand new product as Hugo Boss" on his Channel 4 consumer rights show, Joe Lycett's Got Your Back. Comedian Joe Lycett changed his name to Hugo Boss by deed poll. Comedian Joe Lycett recently surprised (and confused) fans by legally changing his name to Hugo Boss. A comedian has legally changed his name to Hugo Boss in protest at the company for targeting small businesses and charities who use the word 'boss' in their name. Lycett said that his mission to raise awareness about the legal actions of the “fashion behemoth” had been successful. I daresay if I tried to trademark the words 'Joe Lycett' and sell products bearing that name, I'd probably get a cease & desist letter from his lawyers whilst we came to some sort of agreement over who can use what name for what purpose. The comedian formerly named Joe Lycett is now once more named Joe Lycett as his brief spell as Hugo Boss has come to an end. British comedian Joe Lycett has legally changed his name to Hugo Boss, in a rather creative protest against the German fashion house. Joe Lycett, who changed his name to taunt a fashion brand Hugo Boss, has revealed he is returning to his original name. India records another dire milestone, but the government continues to resist a full lockdown. At the peak of the hype around Lycett’s taking on of Hugo Boss by adopting their name, one article claimed that the comic “stands to make £1.5m” from the name change. Hugo Boss has responded to Joe Lycett’s name change, after the comedian legally switched his name to that of the massive company. The fashion brand specifically objected to two types of beer the Welsh brewery produced - named Boss Boss and Boss Black - but did not request the company change their overall name. "We accept the generic term 'boss' and its various and frequent uses in different languages. Kirkfnw Posts: 1,613. He has his own show on Channel 4 titled, Joe Lycett's Got Your Back. CREDIT: Ollie Millington/Getty Images A regional BBC Radio DJ has legally changed his name to Joe Lycett in the wake of the comedian’s Hugo Boss stunt . What happens to your body in extreme heat? The comedian formerly named Joe Lycett is now once more named Joe Lycett as his brief spell as Hugo Boss has come to an end. India reports highest daily coronavirus deaths1, Mitt Romney loudly booed by crowd of Republicans2, Trespass arrests at Prince Andrew's Windsor home3, Italian rapper accuses state TV of censorship4, Images show extent of deadly Kyrgyz-Tajik clashes6, Then and now: When silence descended over Victoria Falls7, China social media post mocks India Covid crisis8, Caitlyn Jenner opposes trans girls in girls' sport9, The young woman trying to adopt her friend10. On Monday morning, the artist formerly known as Joe Lycett told the BBC's Victoria Derbyshire: "I would like them to stop doing this, because no-one is confusing these two things. VideoSweden's 'broken' IVF promise, Lebanon Easter biscuit woes symbolise crumbling economy, Then and now: When silence descended over Victoria Falls, How 'good news' stories hide US healthcare woes, Zero waste bus delivers affordable food in lockdown. ... Just to be clear, Joe Lycett is now a BBC DJ and also a bloke in Sheffield. The comedian confirmed that he has changed his name … The stand-up comic - who fights for the rights of the public in Joe Lycett's Got Your Back - changed his name to match that of the German fashion brand earlier this year, saying that they targeted small businesses for using the word “Boss”. The funnyman, whose show Joe Lycett's Got Your Back will … In a statement on Twitter, the standup explained that he is returning to his birth name several weeks after changing it by deed poll to Hugo Boss. According to Lycett, in this week’s episode “me and my team secure one of the biggest financial victories ever seen on a consumer TV show. ", It's clear that @HUGOBOSS HATES people using their name. The 31-year-old comedian - who is set to take part in … Kate Swaine, intellectual property partner at Gowling WLG, said: "Joe Lycett's actions shine a light on the potential negative PR implications when undertaking a brand enforcement program. On Sunday (March 1), Lycett announced he had legally changed his name … He is openly bisexual. Earlier this week, the comedian Joe had revealed he had legally changed his name by deed poll to Hugo Boss, in protest against the large company targeting a small brewery in Swansea.. Boss, formally Lycett, came to the defence of small business Boss Brewing … Anyone over the age of 16 in the UK can legally change their name. Joe Lycett posted a photo of a letter showing he has changed his name … The BBC is not responsible for the content of external sites. Joe Lycett has announced that he has legally changed his name to Hugo Boss to protest against the fashion company. Now it’s available I will be changing my name to Joe Lycett in order to sell some more tickets. Joe Lycett has finally returned after the comedian ditched his new name and assumed his old identity. Hugo Boss has issued a statement after comedian Joe Lycett changed his name in support of a brewery. All future statements from me are not from Joe Lycett but from Hugo Boss. The company have been sending cease … In 2011, the firm apologised for its maltreatment of forced workers during World War 2. It was his way of protesting against the fashion brand of the same name. It’s true, Joe Lycett really did change his name to Hugo Boss by deed poll in February 2020. Hugo Boss told the BBC: "As an open-minded company we would like to clarify that we do not oppose the free use of language in any way. However, there’s a rather sweet explanation behind the new identity. German label Hugo Boss was founded in 1924 in Metzingen, Germany, and famously supplied uniforms for the Nazi party. | Last updated 14:09, 16 April 2020 BST It feels like ages since comedian Joe Lycett changed his name to Hugo Boss, but it was actually just last month. The BBC is not responsible for the content of external sites. Comedian Joe Lycett changes his name to Hugo Boss in support of small businesses 'targeted' by fashion designer. If … Last year on the show he impersonated an RBS boss in order to help a scammed customer get their £8,000 back. 2. welwynrose Posts: 33,661. Deano Wilson, 39, pulled the stunt after being inspired by comic Joe Lycett, who changed his name … "Both parties worked constructively to find a solution, which allows Boss Brewing the continued use of its name and all of its products, other than two beers where a slight change of the name was agreed upon.". "Also I'd really like them to give them their money back really and promise to stop - and an apology would be nice," he added. Fashion brand Hugo Boss has responded to Joe Lycett’s name change, after the comedian legally changed his name to Hugo Boss.. One of the most high-profile cases of recent years involved Swansea brewery company Boss Brewing. According to the i newspaper in 2018, a charity called DarkGirlBoss also received a legal letter from Hugo Boss when it tried to trademark the name. Joe Lycett is reverting to his own name after officially changing it to Hugo Boss as an act of protest against the company. Joe Lycett has legally changed his name to Hugo Boss – and the reason isn’t as silly as you may think. Read about our approach to external linking. The TV star legally changed his name … Fellow comedian David Baddiel applauded his "extraordinary and brilliant commitment", this time around, while another stand-up, Rhys James, was quick to suggest taking Lycett's old name. They don’t target small businesses, if you ignore the time mum posted a dump to the local florist.”, The comedian’s current TV series, Joe Lycett’s Got Your Back, broadcast on Channel 4, targets big corporations to fight for the rights of British consumers. Comedian's kitchen extension opening raises £3,000, Joe Lycett calls for better LGBT dialogue, India reports highest daily coronavirus deaths. On 1 March 2020, he announced that he had changed his legal name … Fashion giant Hugo Boss has responded to the comedian formerly known as Joe Lycett, who recently changed his name by deed poll - to Hugo Boss. Lycett was the 2009 Chortle Student Comedian of the Year, the winner of Bath New Act competition in 2009, the runner-up in the 2009 Laughing Horse New Act of the Year, and a finalist in the 2011 BBC New Comedy Awards. The funnyman, whose show Joe Lycett's Got Your Back will … In their statement, Hugo Boss confirmed it had approached Boss Brewing "to prevent potential misunderstanding". … Joe Lycett revealed he still hasn’t changed his name back, after his drama with Hugo Boss earlier this year. Zero waste bus delivers affordable food in lockdown. In a statement on … Comedian Joe Lycett has legally changed his name to Hugo Boss, in a protest against the German fashion brand. The change, he says, is in protest at the German luxury brand. Comedian Joe Lycett recently surprised (and confused) fans by legally changing his name to Hugo Boss. It’s true, Joe Lycett really did change his name to Hugo Boss. "It's clear that Hugo Boss hates people using their name," Lycett tweeted. THE comedian formerly known as Joe Lycett has legally changed his name to Hugo Boss. "Even where a brand is legitimately enforced, brand owners must be alive to where issues may arise in relation to smaller businesses or individual use.". Comedian Joe Lycett has legally changed his name to Hugo Boss, in a protest against the German fashion brand. (2/2) pic.twitter.com/IlDoCrfmaO. The TV host, who changed his name to protest the fashion brand’s heavy-handed legal action, has decided to ‘go back to the Lycetts’, Last modified on Thu 16 Apr 2020 13.42 BST. Read about our approach to external linking. The company have been sending cease-and-desist letters to small businesses and charities who are also using the word "boss" in their names. Hugo Boss have responded to Joe Lycett after his decision to change his name by deed poll. The 31-year-old comedian, famed for … The comic, who has appeared on the BBC's Live at the Apollo, posted that the fashion house has cost small businesses "thousands in legal fees and rebranding". Read more: Ben Shephard responds to … British bisexual comic Joe Lycett has changed his name to Hugo Boss to protest the way the company protects its brand. © 2021 BBC. ", In his original tweet, Lycett posted photographic evidence of his name change and said: "This week I legally changed my name by deed poll and I am now officially known as Hugo Boss. Day of mourning in Israel after deadly crush, Images show extent of deadly Kyrgyz-Tajik clashes, The young woman trying to adopt her friend, Sweden's 'broken' IVF promise. 2. “It became world news with headlines across the globe and also Dick n Dom from da Bungalow said I should be knighted.”, He continued: “I have decided to go back to the Lycetts. It is worth millions. Unfortunately for them this week I legally changed my name by deed poll and I am now officially known as Hugo Boss. And now, he's changed it … Lycett's name has also now been changed to Hugo Boss on his Wikipedia page. In 2012, his debut stand-up show Some Lycett Hot was nominated for the Best Newcomer at the Edinburgh Comedy Awards. Personally I think this name-change is actually a clever way of promoting himself, his programme, and the consumer rights issue. In an epic stunt, Joe - formerly Hugo - decided to officially change his name … Joe Lycett has legally changed his name to Hugo Boss after growing angry with the fashion house for allegedly targeting small companies and … VideoZero waste bus delivers affordable food in lockdown, Why African countries back China on human rights. Enjoy. A JOKER has changed his name to Fire Exit to guarantee his dream of seeing it up in lights. Joe Lycett. The company, which is … Video, Zero waste bus delivers affordable food in lockdown, Mitt Romney loudly booed by crowd of Republicans, Trespass arrests at Prince Andrew's Windsor home, Italian rapper accuses state TV of censorship, China social media post mocks India Covid crisis, Caitlyn Jenner opposes trans girls in girls' sport, have been sending cease-and-desist letters, David Baddiel applauded his "extraordinary and brilliant commitment". That's all that Hugo Boss - the company - are doing. 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