![The Poke on Twitter: "Joe Lycett changed his name to Hugo Boss to right a wrong and we really like his style. https://t.co/bK5PEj41qh https://t.co/xisuVftgZ1" / Twitter The Poke on Twitter: "Joe Lycett changed his name to Hugo Boss to right a wrong and we really like his style. https://t.co/bK5PEj41qh https://t.co/xisuVftgZ1" / Twitter](https://pbs.twimg.com/media/ESFPF37WsAA3MVE.png)
The Poke on Twitter: "Joe Lycett changed his name to Hugo Boss to right a wrong and we really like his style. https://t.co/bK5PEj41qh https://t.co/xisuVftgZ1" / Twitter
![Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN](https://media.cnn.com/api/v1/images/stellar/prod/200302124308-joe-lycett-file-restricted.jpg?q=w_1500,h_2000,x_750,y_0,c_crop)
Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN
![Joe Lycett changes name to Hugo Boss in protest against fashion house | The Independent | The Independent Joe Lycett changes name to Hugo Boss in protest against fashion house | The Independent | The Independent](https://static.independent.co.uk/s3fs-public/thumbnails/image/2020/03/01/15/joe-lycett.jpg?quality=75&width=1200&auto=webp)
Joe Lycett changes name to Hugo Boss in protest against fashion house | The Independent | The Independent
![Comedian Joe Lycett changes his name to Hugo Boss in support of small businesses 'targeted' by fashion designer | UK News | Sky News Comedian Joe Lycett changes his name to Hugo Boss in support of small businesses 'targeted' by fashion designer | UK News | Sky News](https://e3.365dm.com/20/03/768x432/skynews-joe-lycett-hugo-boss_4936038.jpg?20200301222119)
Comedian Joe Lycett changes his name to Hugo Boss in support of small businesses 'targeted' by fashion designer | UK News | Sky News
![Joe Lycett's sensational name change that caused chaos - and why he's now reverted back - Mirror Online Joe Lycett's sensational name change that caused chaos - and why he's now reverted back - Mirror Online](https://i2-prod.mirror.co.uk/incoming/article21614114.ece/ALTERNATES/n310p/0_Joe-Lycett-officially-changes-his-name-to-Hugo-Boss-in-bid-to-piss-off-the-billion-dollar-company.jpg)