Comedian Hugo Boss is now reverting back to his original name Joe Lycett.
Lycett, 31, changed his name by deed poll to match the designer label last month, after the fashion brand was accused of taking legal action against small businesses and charities with the word ‘boss’ in their names.
Independent Swansea brewery, Boss Brewing, were just one of the companies that faced legal action from Hugo Boss.
Announcing his decision to revert back to his old name, Boss/Lycett wrote on Twitter that he had succeeded in raising awareness of the brand’s actions.
“And raise awareness it did,” his statement read. “It became world news with headlines across the globe and also Dick n Dom from da Bungalow said I should be knighted.
“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.”
The stunt was part of Lycett’s comedic consumer-awareness programme Joe Lycett’s Got Your Back, which sees the comedian take on big companies in a bid to help those he believes to have been unfairly treated.
The Channel 4 programme, which has been branded a “sexy Watchdog” has previously taken on banks, budget hotels and fast-fashion.
Tomorrow night’s show will see one of its biggest successes to date, with Lycett explaining: “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.”
In his usual, irreverent fashion, he concluded his note: “Hugo Boss has a smelly bum bum.”
Joe Lycett's Got Your Back airs Fridays at 8pm on Channel 4
