Joe Lycett's name is all over the internet at the moment - but up until recently we were forced to call him something else. The popular comedian, 34, made a name for himself on the stand-up scene and via appearances on popular shows such as Live at the Apollo, 8 Out of 10 Cats, QI and Never Mind The Buzzcocks.
The Brummie funnyman also has one of the best voices in TV, making him the perfect choice as narrator on Ibiza Weekender and host of The Great British Sewing Bee. Joe has been centre of attention this weekend after pretending to be 'right-wing' during a hilarious appearance on Laura Kuenssberg's new BBC politics show. But it's certainly not the strangest thing he's ever done.
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Joe hit the headlines in 2020 when he announced he was changing his name to Hugo Boss in protest against the multi-billion pound fashion titan.
Joe, or Hugo as he was known then, claimed the brand had been targeting small companies that use the word "boss" in their names, sending cease and desist letters.
In a bid to prove no one can own the word "boss", the comedian officially changed his name via deed poll from Joe Harry Lycett to Hugo Boss.
This came after Hugo Boss sued Swansea-based brewery called Boss Brewing, who were forced to spend £10,000 in legal fees and re-branding, with the names of some of their products changed and a ban on selling their clothing merchandise.
Joe fumed on Twitter : "So @HUGOBOSS (who turnover approx $2.7 billion a year) 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.
"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."
The comedian remained known as Hugo for over a month, then decided it was time to go back to the Lycett family after causing a storm.
Although the Boss brand appeared to welcome the 'new Hugo Boss' to their family, the funnyman said he had proved his point and felt more comfortable with his old name.
"Hugo Boss released a statement saying they 'welcome the comedian formerly known as Joe Lycett to the Hugo Boss family.' Well I have decided to go back to the Lycetts. They don’t target small businesses, if you ignore the time mum posted a dump to the local florist."
"I would however like to take this opportunity to issue one final statement as Hugo Boss: 'Hugo Boss has a smelly bum bum.'"
The comedian now goes by his birth name, but he's still been hitting the headlines thanks to some of his hilarious antics,
On Sunday, Joe had BBC viewers in stitches when he pretended to be 'right-wing' during an appearance as a panellist on Laura Kuenssberg's new BBC politics show.
Instead of mocking the Tories as he usually does, Joe decided to praise Truss
"You said earlier I’m not left or right. I know there's been criticism in the Mail on Sunday today about lefty liberal wokie comedians on the BBC," he joked.
With a straight-face, he announced: "I'm actually very right wing and I love it."
He continued: "I thought she gave great clear answers. I know exactly what she's up to."
Seemingly annoyed by the ruse, Laura pressed on and asked Joe to take the line of question seriously, to which he insisted he was not being "sarcastic".
As Laura attempted to get him to drop his persona by asking about a big package of help coming this week to aid with bills, the comedian said: "Yeah, she was very clear what she said. I think you know exactly what's going to happen. I’m reassured, you’re reassured."
He added: "I think the haters will say we've had 12 years of the Tories, and that we're sort of at the dregs of what they've got available, and that Liz Truss is sort of like the backwash of the available MPs. I wouldn’t say that because I'm incredibly right-wing, but some people might say that."
As if that wasn't enough, Joe then revealed that he had gifted Laura with "an original painting on Roberst Peston [the ITV political editor] in jail".
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