Comedian Joe Lycett has finally ended his plight against the German fashion house Hugo Boss, after a month of using the luxury brand's name.
If you'll remember, Joe Lycett recently changed his name to Hugo Boss, in order to raise awareness of the German company's tyranny on small businesses. The luxurious company slapped small businesses across the world with a court order if they had the word "Boss" in the title of their company. And apparently, the Joe Lycett name change experiment appears to have worked.
In a statement released on social media, Joe began by saying: "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 many other victories across the series."
Joe concluded his statement by saying: "I would however like to take this opportunity to issue one final statement as Hugo Boss: Hugo Boss has a smelly bum bum."
A statement pic.twitter.com/LkH792BoKZ
— Joe Lycett (@joelycett) April 16, 2020
Be sure to tune into 'Joe Lycett's Got Your Back' to see the victory, when it returns to Channel 4 tomorrow night at 8pm.