Birmingham comedian Joe Lycett officially changes his name to Hugo Boss in protest against the designer fashion brand

A Birmingham comedian, formally known as Joe Lycett, has officially changed his name to Hugo Boss.

In a tweet yesterday (1 March) the entertainer explained how he has changed his name in a jibe against the designer fashion brand.

Mr Boss alleged that the multi-billion German company use trademark claims to gain thousands from small businesses and charities who use the name "boss".

In the tweet he wrote: So Hugo Boss (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. (1/2)

The comedian then said that he intends to release a "brand new product as Hugo Boss", before thanking the member of the public who updated his name on his Wikipedia page.

The fashion designer Hugo Boss are yet to respond to his comments.