[arista]

[Comedian Joe Lycett changes his name
to Hugo Boss in support of small businesses
'targeted' by fashion designer
Joe Lycett posted a photo of
a letter showing he has
changed his name by deed poll.]


He popped into the W1 BBC Studio
for the Victoria Show,






I think he may like the new name.


[Joe Lycett posted a letter on Twitter
with the UK Deed Poll Office's letterhead,
which commits him to
"absolutely and entirely renounce,
relinquish and abandon the
use of my said former name".
The 31-year-old said he will be
launching a
"brand new product as Hugo Boss",
with all details to be revealed
on a new series of his consumer
show Got Your Back on Channel 4HD.
He tweeted: "So, Hugo Boss
[who turnover approx $2.7 billion a year]
have sent cease and desist letters
to a number of small businesses and
charities who use the he word 'BOSS' or similar."]

https://news.sky.com/story/comedian-...igner-11947629