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Comedian Joe Lycett has legally changed his name by deed poll to Hugo Boss, in a protest against the German fashion brand’s apparent aggressive approach to enforcing its rights in the BOSS trade marks. The Comedian Formerly Known As Lycett’s actions appear to have been sparked by a legal battle between Hugo Boss and a Welsh brewery, called Boss Brewing, who were forced to change the name of their beers from ‘Boss Black’ and ‘Boss Boss’ to ‘Boss Brewing Black’ and ‘Bossy Bossy’. (more…)