By no means is this the worst story one is able to find on 'bad for brand' decisions by Hugo Boss, but bullying small businesses and charities to protect your name might just be their most insecure work in a while.
I get the feeling that Hugo Boss will come to regret having attracted the attention of...Hugo Boss.
A comedian says he has legally changed his name to Hugo Boss in defiance of the luxury German designer targeting small businesses and charities who use the name "boss". Joe Lycett posted a letter on Twitter with the UK Deed Poll Office's letterhead, which commits him to "absolutely and entirely renounce, relinquish and abandon the use of my said former name". The 31-year-old said he will be launching a "brand new product as Hugo Boss", with all details to be revealed on a new series of his consumer show Got Your Back on Channel 4. He tweeted: "So, Hugo Boss [who turnover approx $2.7 billion a year] have sent cease and desist letters to a number of small businesses and charities who use the word 'BOSS' or similar."