Joe Lycett explains why he legally changed his name to Hugo Boss

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Kelly Rissman

US News Reporter

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Joe Lycett has further explained why he legally changed his name to Hugo Boss.

The comedian announced yesterday (1 March) that he had changed his name by deed poll in protest against the fashion house for targeting small companies and charities who use the word “boss” in their names.

Speaking to BBC host Victoria Derbyshire, Boss said the matter was brought to his attention while filming Channel 4 series Got Your Back with Swansea brewery company Boss Brewing.

He revealed that the people working for Boss Brewing “have spent £10,000 pounds in legal fees” after Hugo Boss sent them a cease and desist letter.

“[They] are a little new business, and they tried to make a trademark for a couple of their beers and Hugo Boss sent them a cease and desist letter. I think it’s a massive company taking on a little company, and it’s not fair.”

He continued: “Nobody’s going to confuse a beer with Hugo Boss. I don’t think I’d splash myself with Heineken in the morning. They clearly don’t like their name being used.”

When asked what he wanted to happen as a consequence of the name change, Boss said: “i would like them to stop doing this because no one’s confusing these two things. It's been very expensive [for Boss Brewing], and I would like them to give them their money back and also promise to stop – and an apology would be nice.”

Lycett will launch a product as Hugo Boss following the premiere of Got Your Boss on Channel 4 at a later date.

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In response to the news, Hugo Boss released a statement to ITV, saying: “Following the brewery’s application to register a trade mark, we approached them regarding the use of Boss in relation to two beer names in the portfolio.

“This was to avoid conflict and potential misunderstanding regarding the brands Boss and Boss Black, which had been used by the brewery but are (longstanding) trademarks of our company.

“The discussions clarified the situation in respect of these two brands as well as in relation to textile merchandising for the future. The brewery is able to proceed with the majority of their products without impact on their current branding.”