Comedian Hugo Boss Still Hasn't Changed His Name Back To ​Joe Lycett

The comedian formerly known as Joe Lycett still hasn't changed his name back from Hugo Boss, and frankly, we are totally here for the level of commitment to all this.

You may remember Joe Lycett changing his name to Hugo Boss recently, as part of a huge publicity stunt in protest against the fashion label - which he claimed costs small companies and charities thousands by taking legal action against them if they adopt a similar brand name, even though it's just a combination of two fairly standard words.

Well, the comedian's not finished with the antics yet, having assured us all that he's still very much enjoying the Hugo Boss moniker.

Appearing on The One Show via video link, he was introduced by presenter Alex Jones as Joe Lycett.

Pint in hand, he was quick to correct her, saying: "Can I just clarify, my name isn't Joe Lycett anymore, it's Hugo Boss.

"I'm not sure your viewers know quite what's going on.

"Hugo Boss the company have been sending a lot of legal letters to small companies and charities, saying they should stop using the name Boss in their names.

"So, to annoy them, I changed my name to Hugo Boss by deed poll. And it has really annoyed them."

By the sounds of it, he's not wrong.

Responding to the name change at the beginning of last month, Hugo Boss - the company, that is - released a statement.

It said: "We welcome the comedian formerly known as Joe Lycett as a member of the HUGO BOSS family.

"As he will know, as a 'well-known' trademark (as opposed to a 'regular' trademark) HUGO BOSS enjoys increased protection not only against trademarks for similar goods, but also for dissimilar goods across all product categories for our brands and trademarks BOSS and BOSS Black and their associated visual appearance.

"Following the application by Boss Brewing to register a trademark similar to our 'well-known' trademark, we approached them to prevent potential misunderstanding regarding the brands BOSS and BOSS Black, which were being used to market beer and items of clothing.

"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 (BOSS BLACK and BOSS BOSS) where a slight change of the name was agreed upon."

Topics: Entertainment, Celebrity, Joe Lycett, Comedy, UK Entertainment

Jess Hardiman

Jess is a journalist at LADbible who graduated from Manchester University with a degree in Film Studies, English Language and Linguistics - indecisiveness at its finest, right there. She also works for FOODbible and its sister page Seitanists, which are both a safe haven for her to channel a love for homemade pasta, fennel and everything else in between. You can contact Jess at [email protected].

@Jess_Hardiman