Comedian Legally Changes Name To ‘Hugo Boss’ To Mock Brand’s Trademark Stance
Image via Red Confidential / Shutterstock.com
Hugo Boss isn’t going to be the boss of this British comedian, who has legally changed his name to Hugo Boss as a middle finger to the fashion label’s strict trademark regulations.
The comic formerly known as Joe Lycett confirmed on Twitter that he has “changed [his] name by deed poll” because “Hugo Boss hates people using their name.”
“I am now officially known as Hugo Boss,” he declared, uploading a copy of the document officiating his name.
According to the BBC, the brand often refers to itself simply as “Boss,” and has delivered many cease-and-desist letters to charities and small businesses with “Boss” in their names demanding for them to drop the branding.
Lycett added that the entities ended up having to pay “thousands in legal fees and rebranding” because of the giant’s orders.
One of the most prominent instances was Hugo Boss’ battle with six-year-old Welsh brewery Boss Brewing, which filed trademarks for its two best-selling beers, Boss Black and Boss Boss, with the United Kingdom Intellectual Property Office (UKIPO) in October 2018.
Hugo Boss disputed the registration, but the parties eventually found middle ground when Boss Brewing argued that while Hugo Boss “has the Boss trademark in most areas, [it does] not have it in alcohol” and agreed to change the names of the beers.
Lycett’s Wikipedia page now addresses him as “Hugo Boss (born Joe Harry Lycett).”
He has also revealed that he “will be launching a brand new product as Hugo Boss,” which will be unveiled during his television show Joe Lycett’s Got Your Back.
It's clear that @HUGOBOSS HATES 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 statements from me are not from Joe Lycett but from Hugo Boss. Enjoy. (2/2) pic.twitter.com/IlDoCrfmaO
— Hugo Boss (@joelycett) March 1, 2020
Someone’s going on @vicderbyshire in a minute... pic.twitter.com/2Evz4JfkMC
— Hugo Boss (@joelycett) March 2, 2020
— daytime snaps (@daytimesnaps) March 2, 2020
Hugo Boss microwaves fish in the office.
— Hugo Boss (@joelycett) March 2, 2020
Hugo Boss doesn't flush unless it's his own house.
— Hugo Boss (@joelycett) March 2, 2020
[via BBC, cover image via Red Confidential / Shutterstock.com]
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