Joe Lycett’s unexpected past comes back before Celebrity Traitors
Joe Lycett has a funny story behind his name, and fans of Celebrity Traitors may be surprised to learn that he once had a very different one.
The comedian changed his name to Hugo Boss in 2020 after a fight involving the famous fashion company.
The company had sent legal letters to smaller businesses that used the word “boss” in their names.
One of those businesses was a Welsh brewery called Boss Brewing.
Lycett felt the situation was unfair because he believed a large company was going after a much smaller business.
So, he decided to make his own statement.
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He legally changed his name to Hugo Boss and shared the news online.
“It’s clear that @HUGOBOSS 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. All future statements from me are not from Joe Lycett but from Hugo Boss. Enjoy.”
The fashion company then responded with a joke of its own.
“We accept the generic term ‘boss’ and its various and frequent uses in different languages. We welcome the comedian formerly known as Joe Lycett as a member of the Hugo Boss family.”
The stunt became very popular online, with more than 50,000 people liking his post.
However, the comedian later returned to his original name, Joe Lycett.
