Joe Lycett has changed his name to Hugo Boss.
The 31-year-old comedian hit back at the luxury fashion house after they reportedly took legal action against small businesses and charities - including a Welsh craft brewery - using "boss" in their names.
He legally changed his name to Hugo Boss by deed poll. On Twitter - where he updated his account name to Hugo Boss - his bio now reads: "I am the comedian formerly known as Joe Lycett."
He also tweeted a picture which confirmed his name change, and wrote: "So Hugo Boss (who turnover approx $2.7bn 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 Hugo Boss 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 Hugo Boss. Enjoy. (sic)"
In response, co-founder of Boss Brewing in Swansea, Sarah John, called the stunt "brilliant".
The company reportedly spent nearly £10,000 defending themselves, after the fashion label sent a cease and desist letter when they applied to trademark their own company name.
She told The Guardian newspaper: "They\'re a premium, high-end fashion brand; we\'re craft beer. I really don\'t think there\'s confusion, so it was a bit unnecessary.
"[What Joe has done] is brilliant from a David and Goliath point of view. It\'s drawn attention to big corporate companies throwing their weight around. He\'s massively put the topic on the agenda, everyone\'s talking about it, it\'s gone viral on social media. And by doing it with humour as well it shows how silly it all is."
