Stunt is revenge for brand’s legal action against small firms using word boss in names
Hugo Boss has long been a commanding brand in designer clothing and expensive fragrances – but it hasn’t had much of a track record in entertainment.
That is about to change, albeit without the German fashion house’s blessing, after the British comedian Joe Lycett changed his name to Hugo Boss by deed poll as part of a surreal revenge mission for a number of small businesses, including a Welsh craft brewery.
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