Joe Lycett Changes NAME to Hugo Boss?? | Joe Lycett's Got Your Back

Celebrity guest Katherine Ryan joins Joe as we see the full story behind his infamous Hugo Boss name change.
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#JoeLycett #JoeLycettGotYourBack #HugoBoss #Channel4

[@Channel4Entertainment]

Watch more here: bit.ly/3c5Dr6C

[@adelabed9363]

Which is better hugo boss or Joe lycett

[@2288sharingan]

nah

[@treknut72]

Yeah..tried that and it's only ok if I'm in YOUR CoUNTry....... Illeagal download it is........hahaha.....roflmao (cause you're gonna take this Seriously....or not...or maybe.....or YEAH)

[@elliottthomas6481]

;( :( :c

[@moist.teabag]

nobody mentions the origins of fanta

[@lauraparkinson437]

“And they really hate it when people mention this on national television.” I’ve missed this show so much.

[@renforest]

Wait...is it cancelled?

[@lauraparkinson437]

No. Just took a break between Season 1 and 2

[@supersexygal01]

Nope I disagree with you. Why? Because I miss anything that Joe does. Because everything that he does is hilarious. Sometimes he is on 8 out of 10 cats does countdown and it’s hilarious when he’s on that, this show and any other show he’s on

[@panchitosyabsenta]

@English person which one?

[@andyhaochizhang]

@English person no the name change is good advertisement for Joe and his show. It's publicity for Hugo Boss (the fashion brand, not to be confused with the comedian) too but it's bad publicity.

[@kiplinght]

You should do a collab with boss brewing and make a special "Hugo" limited edition beer

[@ch-p2861]

That'll get them sued again for sure with a ton more legal fees.

[@juliakennerley9977]

Kip Herbert-Taylor I

[@craigcallaghan571]

@Franku Doge channel 4 wouldn't even have the money to face off such a big brand.

[@shanustheanus]

But the point wasnt that they wanted a hugo boss branded beer line, quite the opposite. Changing the name to hugo only proves the inititial point that hugo boss were running with.

[@kiplinght]

@@shanustheanus which is what makes it funny

[@michaeltreend3567]

Ironically this has probably worked out amazingly well for Boss Brewing. You literally cant buy advertising as good as this

[@EfHaichDee]

I think that was partly the point. It cost them so much money to change their name, and that could affect brand loyalty (people who knew and liked their beer will now have to 'rediscover' it under a different name) so by doing this he makes sure that everyone is aware of the situation and that the brewery isn't as impacted (while making a very valid point, and furthering his own career). He's a clever one is our Hugo

[@joesimpson4473]

Equally it has worked out terribly for Hugo Boss! How devilishly satisfying.

[@mistermack4987]

It's not irony if it's intentional, mate

[@sierraromeoromeo2444]

Have you bought any of their beer? No, me neither, so the publicity is clearly worth fuck all!

[@kaldo_kaldo]

@@sierraromeoromeo2444 I haven't, because I don't drink alcohol

[@Kiki-]

The comedian Hugo Boss - formerly known as Joe Lycett, needs to order a cease and desist on the German fashion brand now since they've been making medical items due to the pandemic, naughty naughty infringing on his wrist brace business, what if people got them confused!

[@arxpharms9755]

Caitlin Gill nope, this is an example of that company doing something good helping out in a crisis we should be careful not to put that in a negative light, for any reason, or else we will no longer have companies willing to help

[@Kiki-]

@@arxpharms9755 fam it's....a joke?

[@standarduck5860]

@@Kiki- quite a good joke too mate 👍

[@Austin-hm6qq]

@@arxpharms9755 or maybe.. hear me out here... companies shouldn't do shitty things to avoid us putting them in negative light. We should flame them and show that they can't just do one good deed to cancel out a bad one.

[@fultnavnesen6529]

@@arxpharms9755 They are not doing this for good, they are doing this for PR entirely. This is just the same as when some company spent millions of dollars to advertise how they donated 100k dollars. It's not about the good deed, it's about their image and brand. If they were to truly do something good it would be big headlines.

[@bobsonny]

God, I hate how the faces in the background are blinking.

[@maizeni7817]

I know, it's so creepy. I'm loving it! 😂

[@jessicag2586]

SAME

[@sometime.somewhere]

Phew thought id just tipped over into insane

[@viksie3791]

why, why would you mention that :( now i know

[@izzalp]

I always forget about the blinking and scares the crap out of me sometimes!!

[@pleaseforgetme4985]

“Which comedian legacy changed their name by deed poll to Hugo boss” “Hugo Boss”

[@GameInDorf]

Outstanding move

[@chriswelcome8102]

Edited: Legacy

[@kirstyrochedowdall9133]

Best thing is that some guy in Sheffield apparently changed his name to Joe Lycett like a week later 🤣🤣

[@jackodees1765]

Could be worse. There is a football player from Brazil who was named Creedence Clearwater Couto by his parents.

[@ghostyghost8243]

@@jackodees1765 who's that? Sounds like da harry potter guy

[@jackodees1765]

@@ghostyghost8243 Creedence Clearwater is a band, best known for the son Fortunate Son, AKA the anthem to the Vietnam war.

[@phoenixheat9681]

@@jackodees1765 better known for proudMary

[@mariakhan7986]

Everytime my city is mentioned, it's some mad shit like this lol

[@user-or1tp7cx8u]

Been waiting for this video for ages. Just shows how dedicated Joe, Sorry HUGO, is to the cause. He was willing to change his name to help people. Respect to you HUGO.

[@alwaysfallingshort]

The card Kathryn Ryan is holding at the beginning says "Joe Lycett's Got Your Back," on its back. After the clip where he legally changes his name, all of the branding from the monitor to the cards then say "Hugo Boss's got your back."

[@de4830]

Always Falling Short when’s this in the video?

[@miketucker5379]

@@de4830 9:53

[@Mineycart]

That's just attention to detail

[@aaaalyaaaa]

beautiful, thank you )

[@klips9408]

Keen eyes 👀💯

[@commonsenselogic9901]

Fairplay for this joe Lycett massive amount of respect sticking up for the little guy shame more people in your standing dont do this.. 👊🏼

[@bamleith3095]

yeah, proper rate him for this

[@trualpha2594]

You mean ... fair play to the comedian Hugo Boss?

[@cjnogodula]

I love how Joe Lycett is basically doing the John Oliver way of doing things which is waste money on a bunch of shit to make a statement and form a movement towards a certain issue but doing it in small issues which is just great really has a huge impact to small companies such as Boss Brewing

[@dannysstart2218]

you mean hugo boss.

[@bluebellflamesx]

I chalk it up to a British sense of humour. Both have been doing this for a long time. What I really want is a team up.

[@idonteatcoldhardcheese]

My two favourite British trolls

[@lycanknight7184]

How did Hugo Boss (fashion company) even manage to defend themselves in court when they literally don't have beers protected under the trademark?

[@TDA792]

They didn't, they settled out of court

[@eleanorcooke7136]

They don't have to win. They just have to outlast the other lawyers. Lawyers are really expensive and small businesses don't have the money to keep paying them for years. All Hugo Boss (fashion company) needed to do was to drag the case out longer and Boss Brewery would have no choice but to settle as they would quickly run out of money.

[@watzon151]

Court feees could be millions? Easier to settle out of court and bite the bullet, Hugo boss would extend the case and financially ruin boss brewing

[@Richy0326]

Unfortunately this kind of thing is common practice. A lot of the time companies file bogus lawsuits they know they won't win in the hope that bogging down the smaller company with legal paperwork and fees will make them go out of business.

[@Autumnrainfall99]

Richy0326 yeah but a beer company isn’t exactly one of their main competitors?

[@Richy0326]

@@Autumnrainfall99 true, which is why the decision is such a strange one. I don't get what Hugo Boss were trying to accomplish either.

[@LBandCOOLJ]

@@Richy0326 Just a general, don't touch the word boss idea.

[@TheWPhilosopher]

@@LBandCOOLJ which as Joe sorry I mean Hugo Boss pointed out was bollocks. No one will confuse the two or think they are related. I mean is Hugo Boss ever going to release their own selection of beers? I don't think so. For an "upmarket" brand of predominantly fashion clothing and fragrances it's a dick move. Also did they pull this shit with Mustang? I think not.

[@gnuthad]

@@Richy0326 There is a big difference between copyright and trademark. Copyright is always retained by the creator unless they deliberately choose to remove it. Even if the creator doesn't enforce the copyright, the copyright still exists. The copyright can be enforced at any time within the allowed time period (varies a bit) by the holder of that copyright. Trademark is retained by the holder until the usage of the trademark becomes common usage or the holder ceases to hold the trademark. If the holder does not vigorously enforce their trademark then they may lose the right to that trademark, especially if the usage becomes common.

[@olivercoulthard5468]

Bet his legal team had a FIELD DAY with this show

[@semiperfekt]

Apologize? Demand them to give them 25k for their costs in court.

[@ALC0LITE]

Plus estimated expenses in wasted time.

[@pip-pip5029]

As someone who drives past the little Boss Brewing building, it's amazing to see it on a national TV show

[@Haldane1585]

That’s a lot of revenue lost with the loss of ‘boss’ and ‘condoms’....

[@Believe-you-me-]

Would't Hugo Boss condoms only rise on the right?

[@frostyclouded]

boss baby?

[@vaclav_fejt]

Only XL size, though, because they're apparently massive pricks.

[@yusha5728]

God this man is the perfect model of chaotic energy. I love it!

[@daniellemhall1358]

I know when I kept seeing him pop up everywhere as Hugo Boss there was going to be a good story.

[@charliechuckles3364]

This was a brilliant way to raise awareness of a big business intimidating a small business with comedy. Excellent.

[@kyubbiman2255]

This man has turned passive aggressiveness into an art form

[@nocontent9095]

Joe Lycett's- or I should I say Hugo Boss'- commitment to pettiness is what I can only describe as prodigious. A gift to the comedic world...

[@riainangaeilgeoir4595]

Just like the supermacs Mcdonalds dispute. A global fast food chain tried and FAILED to stop a small Irish fast food business from expanding outside Ireland because of "Mac" in their name.

[@PrinceRightyI]

They failed, in 2009, to stop a curry house called McCurry in Malaysia to use the prefix Mc- too. And that was a long legal dispute, 8 years to be exact.

[@shona5512]

And then when Supermacs won the legal battle, they used it as an opportunity to really fuck with McDonald's by labelling burgers "Not a big mac", "definitely not a big mac", "like a big Mac but better".

[@emmad4308]

@@shona5512 it's interesting you say that because Hungry Jack's (Burger king's Australian name) is being sued by McDonald's for introducing the Big Jack to their line up of burgers. Their advertising is now including "someone is suing us because apparently the Big Jack is like another burger WELL OURS IS BETTER"

[@shona5512]

@@emmad4308 That's a very Australian response to the situation lol

[@JKLoans]

They were successful in Jamaica; worst part is, the US McDonalds didn't even stay in Jamaica long.

[@pippa_peg]

"I am expression I am adequately supported wrists I am Hugo Boss" 😂😂😂

[@galliumg8483]

“What’s your name” “I’m no one” “No you’re someone” Aww Hugo Boss the motivational speaker

[@thatwriterguy9912]

I'm betting that every dislike is from Hugo Boss the company that stole Hugo's name

[@benxnewman]

Please keep doing things like these, Joe. Humanity needs people like you :)

[@jyidorne8042]

I wish someone would do this to Apple. They are even worse when it comes to oppressing smaller companies regarding their trademarks.

[@potocatepetl]

As long as people continue buying their products they won't give a flying f...

[@ClickItYT]

But it's much more difficult to change your legal name to something like *iPhone.* But I guess *Mac Mini* shouldn't be a problem. ^^

[@vincentv.9729]

Well, they stole their name from The Beatles record company so they are very aware of that kind of issues

[@lisastickytuna8668]

Late (as always) but I steer clear of Apple for a few reasons. Have you seen the buildings of manufacturing centres based outside of the Western world? The conditions for the workers are so, so God-awful, they are covered in nets. Suicide nets. As so many of the exploited workers commit suicide. Cheap to make, charge a fortune and don't respect the workers who absolutely deserve a share of the obscene profits. Cvnts.

[@jimmyormerod4075]

well ofc you cant use apples trademarck its one word just like you couldent use samsungs its obviose it illigal hugo boss is 2 normal everday words

[@glutt0n0us]

The production on this is absolutely quality, wish they did more investigative push the boundaries type stuff in the US

[@ClickItYT]

Reminds me of Last Week Tonight with John Oliver.

[@scoutlaceharding]

This is one of the amazing things about comedy. It can bring people together to support those who are bullied...by hilariously taunting bullies. You also have to admire how Hugo-formerly-known-as-Joe-Lycett-Boss has found a way to use a talent for annoying people for good.

[@Scribbby]

When you've fought a Boss so many times, you start toying with them. This is trolling at the upmost level.

[@albax764]

Had a look on Wikipedia for this. His old name actually appears on the Hugo boss logo😂. This guy is brilliant. Well done sticking up for the little guy.

[@Stuffthatsfunny1]

Football, sweat and top banter with the lads. Sounds like a beer Bob Mortimer and J keg would come up with.

[@harryoates91]

Kiss the alderman 🤣

[@t.c.6920]

Sniper’s dream Harry Harryman

[@sexta-c4251]

That’s the most niche joke I’ve ever laughed at

[@nikkimae813]

Retail park 😂😂😂😂

[@jacobhinchliffe6659]

Wilty fans unite

[@ashleya3731]

The only thing that is infuriating me is the fact it took my whole life to discover this gem of a human Hugo Boss formerly known as Joe Lycett... the one who def didn't make Nazi uniforms not the one who did and was an active member of the party

[@andrewyoung5853]

Thank you for doing this. And please keep updates coming. This corporate bullying should continue to be flagged until the Hugo Boss company do the right thing. In support, I will be ceasing and desisting purchases from any and all Hugo Boss company owned brands until the company makes right, in line with the values of its consumer stakeholders.

[@efaust1263]

I love the way he said 'anyhoo'

[@JetCooper3D]

Absolutely brilliant! What a champion of fairness and common sense. I'll stop supporting them........

[@rualert1602]

Did you ever?

[@NewMessage]

Pretty Boss move, really.

[@echognomecal6742]

Finally. You know how far down I had to scroll to find this? Bonus pay off for me, getting to see your name & pfp. Bravo.

[@maxreinsch6138]

Hugo Boss: champion of the people.

[@tarnyaattwell4841]

I really liked Joe as a comedian, now I'm so impressed that he would go as far as he has to stick up for the little guy. So good to see someone has the guts to stamp on the crap given by big companies, especially a fashion company over beer, how ridiculous to be so controlling. I will never buy anything from Hugo Boss fashion. Love u Joe xx

[@billytgray]

Wait until they hear about Sky television making Microsoft change Skydrive to OneDrive, then asking No Man's Sky to change their name too.

[@Badtz-Maru]

Well, they don't need to worry anymore about No Man's Sky, that's for sure.

[@LeafShade]

@@Badtz-Maru Why not? People are actually starting to like it nowdays.

[@Badtz-Maru]

@@LeafShade But it's not the big boy it was meant to be. Its niche is so trivial compared to how it started that it ended up being irrelevant.

[@JasminMiettunen]

Well, they're big brands. It was the fact this huge international company was fucking over a small independent brewery that made this happen

[@Roy-ts9nv]

I was wondering why he's been calling himself "Hugo Boss" recently. Makes perfect sense.

[@catlyx2972]

I discovered Joe Lycett - sorry, Hugo Boss - today, and I think this is going to make the highlight of my quarantine. So much comedy gold to fill so much wasted time.

[@maxmartez7849]

I don't know how I have missed this guy all these years. Sadly I think it's because every time I've searched for Hugo Boss I have gotten stupid information about clothes! How dare they use his name!

[@DMWBN3]

"Hugo Boss designed all the outfits for the Nazi Party, The SS etc" So many do not know this point.

[@dovydasgedvilas9165]

Hugo boss did not design the uniforms, they only merely had a manufacturing contract.

[@DMWBN3]

dovydas gedvilas ok, minor point and thank you.

[@aquo77]

dovydas gedvilas Boss used 60000 mainly Jewish slave seamstresses to make the uniforms. Once unable to work a free ride in slave made Mercedes truck to a valiant made gas chamber. Nice contract all labour was free.

[@carpediem.u7615]

@@aquo77 sounds similar to Nike and the Uighur Muslim

[@DMWBN3]

@E A so much wrong doing went on, goes on & will always exist, unfortunately. GAP have or had a very bad track record I seem to remember. 🤔

[@cobalt1754]

Hugo Boss is an absolute mad lad for all the right reasons. Keep up the good work in these dark times.

[@Squantle]

I’ve been waiting to see this air with the full backstory

[@majbrat]

Joe Lycett is a BOSS!!! The least the Hugo Boss fashion company should do is pay the costs to any small business after they waste their time, make them pay to change their product labelling, and making them incur frivolous extra legal costs to deal with the massive EGO of this stupid clothing company. It’s not brand protection, it’s bullying. Never buying a Hugo Boss product again in my lifetime - encourage others to think about doing the same.

[@deathednt7112]

I love how his twitter comes up first in a google search

[@TheBenNZ]

I like Joe, I mean Hugo. Good on him for standing up for people and for using his comedy to be a voice of reason.😊✌️

[@qwertyTRiG]

This was, of course, also an excuse for him to hang out with a hot model.

[@davesprivatelounge]

I wouldn't expect anything less, lmao

[@whatyousaidbud]

Lol! For a second I thought you meant Katherine Ryan! 🤣

[@gerg1648]

@@whatyousaidbud Haha yeah me too

[@AMVactivists]

@@whatyousaidbud indeed he was spoilt in this episode 😁😅

[@gorrthebutcher4696]

@@whatyousaidbud ryan is super fit

[@tylerfox6830]

Hugo boss, formally known as Joe lycett, is literally a legend 😂

[@johnsidney2739]

Boycotting Hugo boss till they get their name back Has nothing to do with the fact I can't afford to shop there

[@MrglMrgl]

The courier service Hermes did a similar thing to a UK 3D printing company (E3D) who used the name for a product they were making. they changed the name because they didn't want to engage in the courts

[@bibtebo]

I fucking hate that company. Collected my TV. Broke it transit. And took my money. Never use them, they don't cover anything. I.E. Give us your stuff and we will break it, and then you pay us.

[@ginny4000]

The fact that a company can take on a 1,500 year old historical mythical god as their namesake, then feel as though they OWN that concept as a brand identity is bloody maddening.

[@musicbyella3769]

Renn but more than 1500 years but yeah

[@ameliachambers1347]

You really have to admire his commitment to the bit and that he uses the massive force of his pettiness for good.

[@JF-wn2yb]

Joe Lycett is absolutely a boss. He should be a staple here in America as well.

[@josephsmith961]

Google Hugo Boss and the Wiki article comes up, and one of the first things it mentions is Hugo Boss making Nazi uniforms. Sometimes the internet does it's job well.

[@1c2h3e4u5n6g]

Good on you Hugo! I hate bullies too 👍

[@lindathomas5500]

Bit like vogue send our village pub the star a cease and desist letter lol…. All because it used the star inn, vogue on their literature. So funny considering our village is called vogue and has been called that for over 400 yrs! They ended up backing down and saying sorry in the end.

[@lindathomas5500]

In fact vogue is a Cornish word…. Lol

[@cassun603]

You know, I really think that Hugo is completely right here. That name change is fantastic

[@marlajeanroach3690]

I am soooo happy to see/hear someone like HUGO BOSS(AKA:JOE LYCETT)take on the many large company's that think they have the right to push small mom & pop company's around! I am 59 years old and have never had so much fun and enjoyment listening to a stand up guy and comedian, as with Hugo Boss(aka: Joe LYCETT)!! I absolutely love and applaud this comedians style and everything he says and does, to get the attention of the "Big bad guys" and how he fights to help those being pushed around and taken advantage of by company's that think they are above the law, and that don't care about their customers! Too many people just sit and take the loss because they feel they can't do anything about it(regarding many other types of fraudulent business practices, or misleading advertising and sales tricks etc) and this just makes it continue on and the company's get away with it! BUT, thanks, Hugo Boss(aka:Joe LYCETT) for taking on the "Big Bad company's" that take advantage of the smaller companies and for standing up for us citizens around the world. Thank you! Thank you! Thank you! I admire and respect all that you have said and done, and hope you continue on this journey that you are walking, and hold our hands while giving us citizens support and a voice to fight back against such odds! Your humor and ideas are absolutely brilliant! I look for all the shows and comedy materials that can be found on the internet! It makes my heart feel better knowing that there are people like this out there in this world around us! Hugo Boss (aka:Joe LYCETT) I want to Thank you and tell you that you are awesome! Keep on with your work and do what you are doing! This makes me think about the quote " Never think that just one person or small group of citizens can not make a change for the better. Because, this is in fact, one of the only way things have ever been made to change!"

[@glencoconut]

6:04 missed opportunity to say 'Time so show Hugo Boss who's boss"

[@intrepidtomato]

la cease en désiste was a stroke of genius

[@owenwatson8863]

Hugo boss’s got your back

[@scouser2010ify]

I love him he’s hilarious I can’t believe it became international news haha

[@lillieporter3003]

The blinking background caught me off guard for a second then 😂

[@XxxAbbiexxx]

Lillie Porter me too

[@samwiseknows]

That 25k Boss beer spent is probably the best 25k they have ever spent. The level of exposure from this is more than they would have ever been able to achieve with such a marketing budget.

[@FritzPhoto]

never was a Hugo Boss (fashion brand) fan and now have a good reason. Didn't know about the Nazi uniforms but there are so many big family owned companies in Germany which became rich in the Nazi time and never were investigated after the war. Money talks, was always like that and will never change

[@shlby69m]

To Big To Fail was debunked after Enron, BlockBuster & Pan Am

[@beansprovideentertainment]

Hugo Boss is my favorite scent to use but I hate that they did that. So to compromise I've started stealing it - win win.

[@katieblacktip]

Ngl this gave me a chuckle 😂😂

[@harveybritland3112]

Boss Brewery is literally round the corner from my student accommodation in Swansea.

[@stevejohnny1111]

Medal's in the post mate

[@Plethorality]

keep standing up to bullies. we love you!

[@alexanderwiderstrom2068]

This got to be the most evil thing I have ever witnessed.. And I love every bit of it.... 😂😂😂😂😂

[@shamushewitt9252]

No joke, if you type "Hugo Boss" in Wikipedia's search bar, the link to Joe still comes up!

[@justcalledkatie]

the blinking picture freaked me out

[@maddimatthews4967]

Omg I though it was my imagination, proper freaked me out 😂😂

[@lizcollinson2692]

Me too ...

[@dannysstart2218]

it's actually disgusting that they would go after a company that has a different name (but shares the word boss) wonder if they call the person in charge boss or something else.

[@Louisthesaxman1]

Next time everybody walks past a Hugo Boss shop. The ones not affiliated with beer or the man formerly known as Joe Lycett. Make sure you pop in and bother the staff asking for some ice cold beers.

[@themothman4935]

Just sent a flurry of tweets at Hugo boss the company saying how much I love Hugo boss/ Joe I was delighted to see the only tweets they get are fellow watchers good job team

[@moonhunter9993]

also don't forget to remind them about the nazi uniforms... hihihi

[@hironyx]

i couldn't concentrate on what they were talking, all i see were the blinking eyes in the drawings at the back and they creep me out

[@Baldy.TheOnlyOne]

Random KZbin algorithm suggestions can be so much fun. Literally laughed till it hurt while watching this. I haven't looked through all the comments to see if somebody else posted the same or similar previously, however.. This was done "Like a Boss"

[@elenawilliams32]

Love this. Yes, we've heard about this in Australia and are loving it.

[@DonnyRP]

What a legend this guy is

[@goldiloks08]

It feels like this was yesterday. I’ll never be over the employee who was more interested in belittling an international treasure than in calling out a faceless corporation for doing wrong by small businesses. Cheers to you, random sidewalk employee - I hope Daddy Hugo laid you off.

[@lisap.1826]

The blinking picture freaks me out.

[@JoeBleasdaleReal]

You know this is a serious worldwide news story when Owen Jones has an opinion on it 😂

[@cmyk8964]

To this day, searching for “Hugo Boss (comedian)” on Wikipedia redirects you to Joe Lycett’s page

[@Stuffthatsfunny1]

They've changed there Wikipedia article first line 😂 to "Hugo Boss AG, often styled as BOSS, is a German luxury fashion house headquartered in Metzingen"

[@Autumnrainfall99]

Stuffthatsfunny1 rn it says ‘Joe Lycett, often styled as BOSS...’

[@Stuffthatsfunny1]

@@Autumnrainfall99 hahaha it actually does that's great 😂

[@hatsunethaddaus596]

Martin Hodge no

[@jezas6710]

I couldnt focus when I thought I was hallucinating the background behind Hugo Boss blinking omds💀💀💀

[@daxriley5990]

In breaking news, Bruce Springsteen is now known as "The artist formally known as The Boss"...

[@homeboy2166]

Joe is definitely my fave comic at the moment.

[@goosemchonkington2305]

You mean Hugo?

[@chiaraa9880]

7:46 ...that's not italian.. My guess is Portuguese?

[@Handhandme]

Yeah, it's Portuguese 🤣 we don't have any newspaper called like that. Oh well.

[@gabrield5599]

It's brazilian portuguese

[@TahinavaiTheKitten]

From what I remember from my Portuguese class, “Carioca” is the name Brazilians use to refer to people who come from Rio de Janeiro.

[@rawrsophiex]

Mia Binachon correct

[@chickenmedia9947]

They do the beer in my Wetherspoons!!!😂😂😂

[@jeannieK1117]

Wish we could get the full episodes in the U.S.--Cheers, Mr. Boss!

[@gracebellamy586]

I love you Hugo Boss, formerly known as Joe Lycett! You are the BOSS! I love your wit, your intelligence, your willingness to stand up for the small person or business, and your kindness. And you are So Handsome! Thank you so much for being a true HERO in this world!

[@madhatter8237]

I honestly love you so much! Comedic warfare is exactly what our society needs 😂

[@Art-st1yi]

This is probably the best thing I’ve seen in a while

[@reubenwheeler234]

7:34 if that man answered Hugo boss it would have been the biggest brain moment in history

[@jst_TV]

Reminds me of Twitter Blue-verified trolling before it was even a thing

[@Vega8432]

I think its hilarious how if I came across Boss brewery before this I would never in a million years connect it to Hugo Boss. But since Hugo Boss threw such a tantrum about it now all these 'boss' named companies are getting all this publicity lol

[@kjoeldaniels]

Just had a Hugo Boss commercial shown mid video 🙈