Brummie comedian Joe Lycett made his welcome return to television on Friday evening, and fans were quick to applaud the comedian for the stand that he has made against fashion tycoon Hugo Boss. Fans who follow Lycett on social media will already be aware of the commitment that he has made to helping Boss Brewing, but on Friday night’s episode of Got Your Back, viewers were given a full run-through of the takedown.

Lycett made the decision to change his name to Hugo Boss after the brewing company were issued with a cease and desist letter from the fashion company. The reason behind the letter was down to the brewing company using the word ‘Boss’ in their name.

Legal Battle For Use Of Name

The brewing company from Swansea needed to pay-out over £10,000 in order to defend themselves in a legal battle against the multi-million-pound company that lasted for four months. However, the Welsh company was forced to give up the fight and instead changed the names of two of their beers- Boss Boss and Boss Black.

Viewers were then treated to a video package of Lycett making Hugo Boss’s life a misery. He changed his name on social media and poked fun at the fashion company. His decision to change his name saw him get widespread attention from various news outlets, while he also appeared on multiple television shows to speak freely about why he had changed his name.

The short video package also included Lycett releasing his own clothing item, with the launch party taking place outside one of Hugo Boss’ stores in London. The launch attracted a lot of interest from passers-by, and also one of the workers from inside the fashion shop also admitted to it being entertaining. However, the police were called, but they were unable to do anything as the launch was taking place on the street and not on Huge Boss property.

What Happens Next?

Lycett admitted that despite all the media attention that he has got from changing his name, the fashion company still haven’t apologised to the Welsh company, and instead they are still being forced to change their name. He admitted that at the end of the package, that Hugo Boss should do the decent thing and make this right. However, there has not been any further updates since the show aired on Friday.

The comedian will keep fighting with the fashion company, as he still hasn’t changed his name and his Twitter handle appears above the fashion company when you search for ‘Hugo Boss’. Viewers can expect updates when ‘Joe Lycett’s Got Your Back’ airs on Friday evenings.