Joe Lycett (@joelycett) on X

X (formerly Twitter) ·

1 min read Original article ↗

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    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. (1/2)

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    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. (2/2)

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    I am pleased to announce that I will be launching a brand new product as Hugo Boss. All will be revealed on the new series of #GotYourBack on

    @Channel4

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    Hi

    @HUGOBOSS

    , Hugo Boss here. Forgot to mention something! Last year I applied for a trademark for 'Boss La Cease en Desiste'. FYI: the opposition period for this ended on 27th Feb - did your cease and desist get lost in the post?! Either way I can now legally launch. Whoopsie!

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    Can't wait for Hugo Boss to change their name to Joe Lycett in retaliation.