Stephen: Comedian legally changes his name to Hugo Boss

Talk about a boss move! A British comedian has legally changed his name to Hugo Boss to protest the fashion brand’s habit of harassing small businesses that also have “boss” in their names. “Hugo Boss¬†have sent cease and desist letters to a number of small businesses and charities who use the word ‘BOSS’ or [something] similar…costing them thousands in legal fees and rebranding,” the comic with the given name Joe Lycett tweeted Sunday along with legal documents.

“It’s clear that Hugo Boss 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.” Lycett also said Monday that he was moved to act after learning that Boss Brewery in Wales was one such company that Hugo Boss came after. The brewery was ultimately forced to rebrand after spending tens of thousands of dollars in legal fees. “Nobody’s going to confuse a beer with Hugo Boss. I don’t think I’d splash myself with Heineken in the morning on my neck,” he explained. Meanwhile, Hugo Boss claims in a statement, “We accept the generic term ‘boss’ and its various and frequent uses in different languages.”

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