![A British Comedian Legally Changed His Name to Hugo Boss to Protest Brand's Aggressive Trademark Enforcement - The Fashion Law A British Comedian Legally Changed His Name to Hugo Boss to Protest Brand's Aggressive Trademark Enforcement - The Fashion Law](https://www.thefashionlaw.com/wp-content/uploads/2020/03/image-asset-100.jpeg)
A British Comedian Legally Changed His Name to Hugo Boss to Protest Brand's Aggressive Trademark Enforcement - The Fashion Law
![Joe Lycett changes name to Hugo Boss in protest against fashion house | The Independent | The Independent Joe Lycett changes name to Hugo Boss in protest against fashion house | The Independent | The Independent](https://static.independent.co.uk/s3fs-public/thumbnails/image/2020/03/01/15/joe-lycett.jpg?width=1200)
Joe Lycett changes name to Hugo Boss in protest against fashion house | The Independent | The Independent
![Berlin, Germany - june 09, 2018: The logo / brand name of HUGO BOSS on shop facade exterior in Berlin, Germany Stock Photo - Alamy Berlin, Germany - june 09, 2018: The logo / brand name of HUGO BOSS on shop facade exterior in Berlin, Germany Stock Photo - Alamy](https://c8.alamy.com/comp/P12KK5/berlin-germany-june-09-2018-the-logo-brand-name-of-hugo-boss-on-shop-facade-exterior-in-berlin-germany-P12KK5.jpg)
Berlin, Germany - june 09, 2018: The logo / brand name of HUGO BOSS on shop facade exterior in Berlin, Germany Stock Photo - Alamy
![Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN](https://media.cnn.com/api/v1/images/stellar/prod/200302124308-joe-lycett-file-restricted.jpg?q=w_3000,h_2000,x_0,y_0,c_fill)