In this March 26, 2009 file photo, display dummies wear men's fashion of German fashion concern Hugo Boss in the showroom of the company's headquarters in Metzingen, Germany. A British comedian formerly known as Joe Lycett has changed his name to Hugo Boss in protest of the company allegedly targeting small businesses with trademark lawsuits.
However, the account exposing these habits does not belong to fashion giant Hugo Boss, but to someone hoping to capitalize on that confusion. A British comedian has legally changed his name to Hugo Boss in a stunt he says is aimed at protesting the fashion brand’s alleged targeting of small businesses that use the word “Boss” in their branding.“So @HUGOBOSS have sent cease & desist letters to a number of small businesses & charities who use the word 'BOSS' or similar, including a small brewery in Swansea costing them thousands in legal fees and rebranding,” he wrote.
“It's clear that @HUGOBOSS HATES people using their name. Unfortunately for them this week I legally changed my name by deed poll and I am now officially known as Hugo Boss. All future statements from me are not from Joe Lycett but from Hugo Boss. Enjoy.” have sent cease & desist letters to a number of small businesses & charities who use the word 'BOSS' or similar, including a small brewery in Swansea costing them thousands in legal fees and rebranding.
On Monday, he doubled-down by tweeting a number of facts about “Hugo Boss,” -- such as his love for microwaved fish -- which he prefaced by saying he “REALLY” hoped they would “not get confused with the opinions of @HUGOBOSS,” tagging the official brand’s Twitter.Hugo Boss always asks, “what percentage are you on?” before he lets you borrow his charger.The initial Twitter thread now has over 65,000 likes and over 1000 comments, many of which are filled with glee at the stunt.
Well it's a good thing he's not protesting Fruit Of The Loom,
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