Joe Lycett changed his name to Hugo Boss to right a wrong and we really like his style
The small Welsh brewery targeted by Hugo Boss Fashion, Boss Brewing, was thrilled by the gesture.
So it’s official!! @joelycett (we mean Hugo) has only gone and done it! Just the most brilliant show of support from Joe. Can’t wait for you all to see the episode we filmed for his Channel 4 ‘Got Your Back’ show on the whole Hugo Boss saga. #LikeABoss https://t.co/vHLIDBToCa
— Boss Brewing (@BossBrewingCo) March 1, 2020
As was everyone else.
The extraordinary and brilliant *commitment* of Joe Lycett. Sorry, Hugo Boss. https://t.co/dKnfZfJxfa
— David Baddiel (@Baddiel) March 1, 2020
olympic level shithousing here from Hugo Boss https://t.co/csUw6xUb2H
— dan hett (@danhett) March 1, 2020
I just updated all of my Joe Lycett merchandise with his new name Hugo Boss! @joelycett #HugoBoss pic.twitter.com/hIUtQqUyA0
— Sarah O'Connell (@SarahO_Connell) March 1, 2020
This is great news for me, as I was starting to worry about potential trademark issues on my forthcoming fragrance range. pic.twitter.com/mUjTH6fF3U
— dan barker (@danbarker) March 1, 2020
Hugo’s fellow comedian, Omid Djalili, noticed something about the document.
The signature 👏 https://t.co/SQxwi6potq
— Omid Djalili (@omid9) March 1, 2020
That speaks volumes.
Somebody updated Wikipedia to reflect Hugo’s change of name.
Thank you to whoever did this pic.twitter.com/mTwcmSrhBK
— Hugo Boss (@joelycett) March 1, 2020
Somehow, we can’t see the House of Boss offering the new Hugo any sponsorship deals.
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