Comedian switches his name back

Joe Lycett is back to being himself  – a month after changing his name to Hugo Boss.

The comedian had undergone the proper legal process to become known as Mr Boss in response to the German fashion brand’s repeated legal threats to small businesses and charities who used the word ‘boss’ in their names.

At the time the company said they would ‘welcome the comedian formerly known as Joe Lycett to the Hugh Boss family’

But now the stand-up has written on Twitter: ‘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 move back comes after he told the story of why he changed his name on his Channel 4  consumer affairs show, Joe Lycett's Got Your Back.

His message added: ‘It is 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.’

But he said he wanted to end with one final statement as Hugo Boss: ‘Hugo Boss has a smelly bum bum.’

Published: 16 Apr 2020