Joe Lycett has returned to his former name.
The 31-year-old comedian legally changed his name to Hugo Boss by deed poll last month in response to the fashion label\'s decision to take legal action against small businesses and charities using "boss" in their names, but now he\'s reversed his decision after the company publicly welcomed his stunt.
He said in a statement: "Hug Boss released a statement saying they \'welcome the comedian formerly known as Joe Lycett to the Hugo Boss family.\'
"Well I have decided to go back to the Lycetts. They don\'t target small businesses, if you ignore the time mum posted a dump to the local florist."
The star of \'Joe Lycett\'s Got Your Back\' revealed tomorrow\'s episode (17.04.20) of his show features a monumental "financial victory", which he doesn\'t want Hugo Boss to take credit for.
Joe - who also changed the programme\'s title to reflect his name change last month - added: "It\'s time for me to return to Joe Lycett.
"In tomorrow\'s episode me and my team secure one of the biggest financial victories ever seen on a consumer TV show. It is worth millions.
"It would be wrong for the company Hugo Boss to in any way take claim of this victory, or indeed the many other victories across the series.
"I would however like to take this opportunity to issue one final statement as Hugo Boss: Hugo Boss has a smelly bum bum."
Joe previously explained he was taking on the Hugo Boss name after the company targeting smaller organisations - including a Welsh craft brewery Boss Brewing - who were using "boss" in their own names.
He said at the time: "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)"
