Birmingham comedian Joe Lycett drops Hugo Boss name change

Comedian Joe Lycett, who changed his name to taunt a fashion brand Hugh Boss, has revealed he is returning to his original name.

The TV star legally changed his name to that of the German luxury designer after the brand used trademark claims to target small businesses and charities who use “boss” in their branding.

He had posted a letter on Twitter purporting to be from the UK Deed Poll Office, which committed him to “absolutely and entirely renounce, relinquish and abandon the use of my said former name”.

However, he said he is now returning to his original name because he does not want the fashion company to be associated with the latest triumph on his Channel 4 consumer show Got Your Back.

He wrote on Twitter: “A little over a month ago I changed my name by deed poll to Hugo Boss. This was to raise awareness about the fact that fashion behemoth Hugo Boss have issued cease and desist letters to small businesses that have the word ‘boss’ in their name, including independent Swansea brewery, Boss Brewing.

“And raise awareness it did – it became world news with headlines across the globe and also Dick n Dom from da Bungalow said I should be knighted.

“Hugo Boss released a statement saying they ‘welcome the comedian formerly known as Joe Lycett to the Hugo Boss family’.

“Well I have decided to go back to the Lycetts. They don’t target small businesses, if you ignore the time mum posted a dump to the local florist.

“It’s time for me to return to Joe Lycett. In tomorrow’s episode me and my team secure one of the biggest financial victories ever seen on a consumer TV show. It is worth millions.

“It would be wrong for the company Hugo Boss to in any way take claim of this victory, or indeed the many other victories across the series.

“I would however like to take this opportunity to issue one final statement as Hugo Boss.

“Hugo Boss has a smelly bum bum.”