Hugo Boss (Photo: David Fisher/REX) Comic Joe Lycett lawfully changed his name to Hugo Manager to protest the fashion house’targetting little firms and charities’ who use words ’employer’ in their names.
The 31-year-old pulled a classic Lycett action and also headed out of his method to prove a point.
Making the announcement on Twitter, Joe (sorry, Hugo) shared the document mentioning his name was altered to Hugo Employer.
He wrote: ‘So @HUGOBOSS (that turnover approx $2.7 billion a year) have actually sent discontinue & & desist letters to a number of tiny businesses & & charities who make use of the word ‘EMPLOYER’ or similar, consisting of a small brewery in Swansea costing them thousands in lawful fees and rebranding.
‘It’s clear that @HUGOBOSS HATES people using their name. Regrettably for them this week I legitimately transformed my name by action survey and I am currently officially called Hugo Manager. All future declarations from me are not from Joe Lycett yet from Hugo Manager. Delight in.’
He also has a brand-new trademark where the Hugo looks extremely phallic.
Fans waited the now Hugo’s decision, applauding him for ‘combating the good battle.’
One user commented:’ [Clapping emoji] Combating the excellent battle, You might say you are Hugo Bossing it.’
‘I didn’t assume I can love you anymore AND YET RIGHT HERE WE ARE,’ another uploaded.
A fan questioned: ‘OMG, did you truly do this? Certainly you did, you’re Joe, erm I mean you’re Hugo Boss!’
Joe’s demonstration refers to Welsh brewery Manager Developing who came under a legal battle with the style home when it put on hallmark its name.
The proprietors Sarah John and Roy Allkin were dragged right into a four-month battle after the luxury brand wrote them a letter stating they required to ‘quit utilizing [the name] instantly’.