![]() ![]() Lycett, now Hugo Boss, took the action after the other Hugo Boss was accused of taking heavy-handed legal action against small businesses and charities that use the word boss in their names. That is about to change, albeit without the German fashion house’s blessing, after the British comedian Joe Lycett changed his name to Hugo Boss by deed poll as part of a surreal revenge mission for a number of small businesses, including a Welsh craft brewery. Hugo Boss has long been a commanding brand in designer clothing and expensive fragrances – but it hasn’t had much of a track record in entertainment. ![]()
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