Ill advised publicity stunt!

There’s an update at the end of this article

Honestly I find it rather sad when someone like Joe Lycett perform such an ill advised publicity stunt the way he had in changing his name by deed poll - to Hugo Boss.

Honestly it shows scant respect or even lack of understanding of why and how people behind luxury brands such as HUGO BOSS have achieved the status of ‘well-known’ trade mark (as opposed to the ordinary trade mark) and thus enjoy an extended form of protection not only against trade mark infringements for similar goods, but also for dissimilar goods across all product categories for their brands and trade marks. 

Further more for him to claim that HUGO BOSS, the fashion label, hates people using their name shows how uninformed he really is in relation to trade marks. 

In actual fact HUGO BOSS has shown themselves to be both openminded and forward thinking and have allowed the Swansea-based brewery to still use the name Boss Brewing, only the two infringing beer names of BOSS BOSS and BOSS BLACK are they not allowed to continue using as they are an actual infringement of the fashion label HUGO BOSS’s registered trade marks. 

"Both parties worked constructively to find a solution, which allows Boss Brewing the continued use of its name and all of its products, other than two beers (BOSS BLACK and BOSS BOSS) where a slight change of the name was agreed upon."

HUGO BOSS the fashion label is not in opposition of the free use of the term boss as a generic term used in ordinary language, and are aware that that is the way that term is used in every day language in many different languages. 

The guy HUGO BOSS or Lycett, who might end up being known as ‘the artist formerly known as’ the way Prince once was is apparently going to launch a new product on his TV show, Joe Lycett's Got Your Back… 

I doubt this will be the end of it. 

UPDATE:

It was a wrist brace, the new product, and apparently he claims that HUGO BOSS, the fashion brand, called the police after the incident, that took place in front of their flagship store in Regent Street.

As far as I, Céleste, understand Joe Lycett is back to being Joe Lycett as of April 2020