Luxury fashion house Hugo Boss has responded to the comedian formerly known as Joe Lycett

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✍ Luxury fashion house Hugo Boss has responded to the comedian formerly known as Joe Lycett, who has changed his name to match the company's .

The comedian revealed his name change over the weekend, announcing that he's done so to take a stand against the brand's use of trademark claims to target small businesses and charities that use “boss” in their branding.

After initially remaining silent, a spokesman for the company has now said in a statement: “We welcome the comedian formerly known as Joe Lycett as a member of the Hugo Boss family.

“As he will know, as a ‘well-known’ trademark (as opposed to a ‘regular’ trademark) Hugo Boss enjoys increased protection not only against trademarks for similar goods, but also for dissimilar goods across all product categories for our brands and trademarks Boss and Boss Black and their associated visual appearance.

“Following the application by Boss Brewing to register a trademark similar to our ‘well-known’ trademark, we approached them to prev ...
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