Comedian Joe Lycett Has Officially Changed His Name To Hugo Boss

The comedian Joe Lycett has changed his name to Hugo Boss - which I imagine probably isn't a story you were expecting to read today.

PA

The 31-year-old announced the news on Twitter, sharing a picture of the deed poll office's confirmation letter; and if you look closely at the letter, it appears his new signature has a drawing of a penis in it.

He made the bold move as a protest against the fashion label, which he claims costs small companies and charities thousands by taking legal action against them if they adopt a similar brand name.

The comedian's name on Twitter is now Hugo Boss, while his bio reads 'I am the comedian formerly known as Joe Lycett'.

His name has already been changed on Wikipedia too, which he seems pretty pleased about.

The name change trended on Twitter and Boss was widely praised for his innovative protest.

One person said: "This has to be the greatest thing ever!!!!"

Another said: "S***housery of the very highest order, I salute you good sir!"

A third added: "Absolutely incredible. I'm living for his new penis looking signature."

A second series of Boss' comedy-meets-consumer rights show, Joe Lycett's Got Your Back, is due to be released on Channel 4 soon - though seemingly they may need to change the name of the show now, or perhaps more likely Boss will change his name back again.

LADbible has contacted Hugo Boss (the fashion label) for comment.

Topics: UK News, Interesting, Comedy

Jake Massey

Jake Massey is a journalist at LADbible. He graduated from Newcastle University, where he learnt a bit about media and a lot about living without heating. After spending a few years in Australia and New Zealand, Jake secured a role at an obscure radio station in Norwich, inadvertently becoming a real-life Alan Partridge in the process. From there, Jake became a reporter at the Eastern Daily Press. Jake enjoys playing football, listening to music and writing about himself in the third person.

@jakesmassey