![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)
Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN
Birmingham comedian Joe Lycett officially changes his name to Hugo Boss in protest against the designer fashion brand | ITV News Central
![Comedian Joe Lycett changes his name to Hugo Boss in support of small businesses 'targeted' by fashion designer | UK News | Sky News Comedian Joe Lycett changes his name to Hugo Boss in support of small businesses 'targeted' by fashion designer | UK News | Sky News](https://e3.365dm.com/20/03/768x432/skynews-joe-lycett-hugo-boss_4936038.jpg?20200301222119)
Comedian Joe Lycett changes his name to Hugo Boss in support of small businesses 'targeted' by fashion designer | UK News | Sky News
Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN
![Hugo Boss responds to comedian Joe Lycett's name change: 'We do not oppose the free use of language' | London Evening Standard | Evening Standard Hugo Boss responds to comedian Joe Lycett's name change: 'We do not oppose the free use of language' | London Evening Standard | Evening Standard](https://static.standard.co.uk/s3fs-public/thumbnails/image/2020/03/01/21/gettyimages-1187427987.jpg?width=1200&auto=webp&quality=75)