The comedian formerly known as Joe Lycett has said he has officially gone back to his own name, a month after legally becoming known as Hugo Boss. If you have a story suggestion email entertainment.news@bbc.co.uk, Comedian Joe Lycett changes his name to Hugo Boss, Modi loses in battleground state amid Covid surge. If you’ve got a celebrity story, video or pictures get in touch with the Metro.co.uk entertainment team by emailing us celebtips@metro.co.uk, calling 020 3615 2145 or by visiting our Submit Stuff page – we’d love to hear from you. Video, Trees planted by hospital treating Covid patients, Italian rapper accuses state TV of censorship, Italy unveils plan for new floor at the Colosseum, China social media post mocks India Covid crisis, Trespass arrests at Prince Andrew's Windsor home, Mitt Romney loudly booed by crowd of Republicans, Colombia withdraws tax bill after mass protests, South Africa to ban lion breeding for cub petting. ‘The PR he has already gained from this is invaluable, and he is already a regular on several panel shows as well as a presenter for his own shows,’ she added. Sorry, this video isn't available any more. ‘The issue is that this may only be temporary and doesn’t really have the legs to carry him very far. Follow us on Facebook, or on Twitter @BBCNewsEnts. Joe Lycett has further explained why he legally changed his name to Hugo Boss. Ship store on London's Regent Street, accompanied by fashion Pal Catherine Ryan I arrive early to check the staff are ready for the event. "I have decided to go back to the Lycetts," he wrote on Twitter. However, there’s a rather sweet explanation behind the new identity. ... Hugo Boss reminds us all that Hugo Boss had a 1934 collection which included the Hitler Youth and even S.S. waiters. Not only did the move ‘annoy’ Hugo Boss, but it has also earned Joe – or Hugo – some serious cash. ‘Can I just clarify, my name isn’t Joe Lycett anymore, it’s Hugo Boss,’ he replied as the host rushed to apologise. MORE : Kim Kardashian has already helped free another prisoner as human rights lawyer praises ‘remarkable’ star after The Justice Project, MORE : Friends reunion could be ‘postponed until next year’ as one-off show delayed over coronavirus crisis, Line Of Duty season 6 finale: Vicky McClure’s mum warns ‘H’ could be Kate Fleming, BBC defends Laura Kuenssberg amid complaints over ‘inappropriate’ coronavirus briefing question, Martin Compston confirms Line of Duty fan theory on Patricia Carmichael is totally wrong and it’s back to the drawing board. Joe Lycett is now officially named Hugo Boss (Getty) Fashion brand Hugo Boss has responded to comedian Joe Lycett changing his name in an act of protest against the company. Joe Lycett has legally changed his name to Hugo Boss after growing angry with the fashion house for allegedly targeting small companies and charities who use the word “boss” in their names. In its response last month, Hugo Boss said it had approached one such company, Boss Brewing, "to prevent potential misunderstanding". Joe Lycett revealed he still hasn’t changed his name back, after his drama with Hugo Boss earlier this year. Joe Lycett (Hugo Boss) in Studio. The The. Read about our approach to external linking. The BBC is not responsible for the content of external sites. And the 31-year-old has decided to keep the moniker a few weeks on. The comedian formerly known as Joe Lycett has said that changing his name to Hugo Boss to taunt the fashion company has been “a headache”. Joe Lycett legally changed his name to Hugo Boss over the weekend in a protest against the fashion house for targeting small businesses using the word “boss” in their names. India's PM has been criticised for focusing on the election as the virus grips the country. The funnyman, whose show Joe Lycett's Got Your Back will be … ‘I also wouldn’t be surprised if Netflix approached him for his own show.’. Joe Lycett is reverting to his own name after officially changing it to Hugo Boss as an act of protest against the company. Crowds vibing at Liverpool gig are who we all want to be when lockdown ends, Disabled NHS worker likens life to 'horror movie' in home covered with black mould, Line of Duty series 6: Fans 'can't accept' H reveal after low key finale, ‘However, we have already seen Hugo Boss’ (the brand’s) response and it has been positive. 'Retirement hell' for Nigeria's pensioners. The comedian decided to legally switch his name to Hugo Boss by deed poll, after it was claimed that the massive brand had targeted a small brewery who shared the Boss name. ‘He will be in popular demand with shows falling over themselves to book him, so he will be in a fantastic position to negotiate. The stand-up … Adam Miller Friday 17 Apr 2020 12:51 pm Sorry, this video isn't available any more. The comedian formerly known as Joe Lycett has said he has officially gone back to his own name, a month after legally becoming known as Hugo Boss. In a … Joe Lycett revealed he still hasn’t changed his name back, after his drama with Hugo Boss earlier this year. What time is the Line Of Duty finale tonight and how long is it? How many times can he do this before it becomes samey and boring? Boss Brewing did not have unlimited resources to take on Hugo Boss, but still ended up spending thousands of dollars trying to negotiate with Hugo Boss. The funnyman changed his name to that of the German fashion brand in March. So in terms of PR and awareness, Joe (Hugo) has done a really good thing. Thu 16 Apr 2020 08.36 EDT 58 The comedian formerly named Joe Lycett is now once more named Joe Lycett as his brief spell as Hugo Boss has come to an end. But they had to give up their fight and change the name of two of their beers, Boss Black and Boss Boss. Video'Retirement hell' for Nigeria's pensioners, Trees planted by hospital treating Covid patients. Comedian Joe Lycett has changed his name to Hugo Boss in protest against the multi-billion pound fashion titan. Joe Lycett admitted changing his name to Hugo Boss was a real headache – … Following last week's premiere of Joe Lycett's Got Your Back Series 2 and his Hugo Boss segment, though, the consumer advocate is going back to being plain ol' Joe Lycett. The episode that featured the Hugo Boss name change aired in the UK last week, and yesterday he confirmed that he has “decided to go back to the Lycetts”, ending the statement with the message: “Hugo Boss has a smelly bum bum.” (TJL) Joe Lycett made the announcement on his Twitter this afternoon and posted a letter showing he had changed his name by deed poll. And he could really cash in on this by calling out other companies and brands. Video, 'Retirement hell' for Nigeria's pensioners, Trees planted by hospital treating Covid patients. Modi loses in battleground state amid Covid surge1, Italian rapper accuses state TV of censorship2, Italy unveils plan for new floor at the Colosseum3, Delhi oxygen crisis deepens as more patients die4, China social media post mocks India Covid crisis5, Trespass arrests at Prince Andrew's Windsor home6, Mitt Romney loudly booed by crowd of Republicans7, Colombia withdraws tax bill after mass protests8, South Africa to ban lion breeding for cub petting10. Hugo – Some serious cash the moniker a few weeks on rather sweet explanation behind the new identity up. Drama with Hugo Boss in protest against the multi-billion pound fashion titan and doesn ’ t changed his to... 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