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

[@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

[@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.

[@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 👀💯

[@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.

[@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

[@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?

[@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.

[@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.

[@cheesiestcakes]

My two favourite British trolls

[@galliumg8483]

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

[@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.

[@kyubbiman2255]

This man has turned passive aggressiveness into an art form

[@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.

[@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.

[@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.

[@pip-pip5029]

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

[@yusha5728]

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

[@thatwriterguy9912]

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

[@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...

[@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.

[@charliechuckles3364]

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

[@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

[@pippa_peg]

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

[@daniellemhall1358]

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

[@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

[@maxreinsch6138]

Hugo Boss: champion of the people.

[@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. 🤔

[@Scribbby]

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

[@oskarwinters1873]

I wish he'd mentioned the new name of boss brewery so they could have got some advertising out of it.

[@The_BiscuitBoy_PastStream]

There still called boss brewing just had to change name of two drinks. I thought that had changed name till I went on there site :) Looks like good beer

[@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.

[@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.

[@johnsidney2739]

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

[@tylerfox6830]

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

[@Roy-ts9nv]

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

[@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.

[@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

[@efaust1263]

I love the way he said 'anyhoo'

[@benxnewman]

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

[@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

[@deathednt7112]

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

[@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!

[@Squantle]

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

[@justcalledkatie]

the blinking picture freaked me out

[@maddimatthews4967]

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

[@lizcollinson2692]

Me too ...

[@JetCooper3D]

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

[@rualert1602]

Did you ever?

[@joebleasdale5557]

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

[@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.

[@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

[@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

[@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

[@stocktonjoans]

"Which comedian changed his name to Hugo Boss" easy ... it was Hugo Boss

[@owenwatson8863]

Hugo boss’s got your back

[@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

[@1c2h3e4u5n6g]

Good on you Hugo! I hate bullies too 👍

[@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.

[@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.

[@ameliachambers1347]

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

[@glencoconut]

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

[@elenawilliams32]

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

[@daxriley5990]

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

[@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.

[@cobalt1754]

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

[@scouser2010ify]

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

[@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

[@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

[@alexanderwiderstrom2068]

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

[@laruzb]

Brilliance! Absolute brilliance!!!

[@polla2256]

They also tried this with suntory boss coffee

[@jeannieK1117]

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

[@alextilson9741]

How funny would it be if the CEO of Hugo Boss changed their name to Joe Lycett XD

[@JF-wn2yb]

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

[@iancalland5934]

Amazing keep up the good work guys …. Your doing a BOSS Job👍👍👍

[@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.😊✌️

[@harveybritland3112]

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

[@jspesh]

Medal's in the post mate

[@DonnyRP]

What a legend this guy is

[@SparkleandPop]

I have been waiting for this ever since I saw the tweet. YESSSSSSSSSS!

[@SPINCTDAILY]

Bring back more of this :P

[@cassun603]

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

[@lillieporter3003]

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

[@XxxAbbiexxx]

Lillie Porter me too

[@ryanmarr5243]

Weyaye man, love it. Helping out the little guy and getting a few beers in while you're at it 🤣

[@beetroot4798]

Absolute madlad.

[@madhatter8237]

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

[@desertpoj]

Love it. Well done!

[@hansiesma16]

This is by far the best of his I have ever seen. Eesh the epitome of brilliance.

[@FindecanorNotGmail]

This made my evening. Thanks!

[@wcolby]

Truly hilarious! but on a serious note... who starts your car in the morning?

[@hangoorhuis1033]

Where’s Walrus?

[@timflatus]

I love you for pulling stunts like this. Nice one!

[@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

[@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

[@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.

[@Art-st1yi]

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

[@cmyk8964]

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

[@paolagrando5079]

10:36 Great choice of music. Raffaella Carrà.

[@yoink4]

I was hoping someone would mention who sang this song but I thought it was unlikely. Thank you so much!! What is the name of the song though, do you know?

[@yoink4]

I just had to dig for a bit to find the song but I've finally found it. It's called Raffaella Carrà - A far l'amore comincia tu

[@standarduck5860]

@@yoink4 you're a really good person for coming back to share it once you found it

[@yoink4]

@@standarduck5860 ah, thanks man. I appreciate the other person for at least giving the artist name to send me in the right direction haha. Ended up down a weird rabbit hole of 1970s Italian disco music in the process but it was fun haha. Stay safe!

[@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 😂😂

[@BaldyTheOnlyOne]

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"