Now a BBC DJ has changed name to Joe Lycett amid Hugo Boss stunt

Seems everyone is keen to jump aboard the bandwagon, with another person changing their name to Joe Lycett among this Hugo Boss palaver.

Earlier this week it emerged comedian Joe had legally changed his name by deed poll to Hugo Boss in protest against the massive company targeting a small brewery in Swansea that shared the Boss name.

Today, Mark Rofe, from Sheffield, announced on Twitter that he had changed his name to Joe Lycett, and now a BBC radio presenter has revealed he’s done the same thing.

Can we all please calm down with changing our name to Joe Lycett – this is getting out of hand.

BBC West Midlands DJ Danny Kelly announced today he has adopted the comedian’s former name, with a post on the station’s Twitter page saying: ‘Meet Joe Lycett the new Mid Morning presenter on BBC WM.

‘Danny has completed his deed poll application.’

The 31-year-old tweeted: ‘So @HUGOBOSS (who turnover approx $2.7 billion a year) have sent cease & desist letters to a number of small businesses & charities who use the word ‘BOSS’ or similar, including a small brewery in Swansea costing them thousands in legal fees and rebranding.

‘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.’

Speaking on The Victoria Derbyshire Show on Monday, Joe – or Hugo – explained: ‘Hugo Boss is also a company, I believe, and there’s a small company called Boss Brewing in Swansea…and they tried to make a trademark for a couple of their beers and Hugo Boss sent them a cease and desist letter…and I think it’s a massive company taking on a little company and it’s not fair.

‘Nobody is going to confuse a beer with Hugo Boss.

‘I thought, they clearly don’t like their name being used, they’ve sent dozens of these to small businesses, charities.’

By doing this, and going on the telly, with his BBC pass stating his name is Hugo Boss, the comedian wants the company to stop sending cease and desist letters, and to pay back the reported £10,000 in legal fees and costs, such as new labels, Boss Brewery had to cough up to deal with the changes.

He added: ‘And an apology would be nice, Hugo if you can apologise that would be great.’

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