Joe Lycett claims Hugo Boss ‘called the police’ after he put on an impromptu fashion show outside the brand’s flagship London store.
The comedian decided to legally switch his name to Hugo Boss by deed poll, after it was claimed that the massive brand had targeted a small brewery who shared the Boss name.
And, during a segment of his TV series, Joe Lycett’s Got Your Back, he revealed that he went to even more extreme measures to stand up to the clothing company.
In fact, the 31-year-old launched his own Hugo Boss product – a ‘swanky’ new support bandage which had a cease and desist letter embossed on the back.
As you do.
Joe, sorry Hugo, set up a fashion show to promote his brand new bandage, outside Hugo Boss’s London store – leaving the brand’s bosses seriously unimpressed.
Discussing their response, he told viewers: ‘So, weirdly, Hugo Boss didn’t hate us being outside their shop… They really, really hated it.
‘They sent a message straight away saying they hadn’t been informed that we’d be doing that, and then they called the police.
‘Snitches.’
Viewers watching on from home found the sketch hilarious, and rushed to praise the comedian on social media.
‘Great show Hugo! Funny, entertaining whilst battering the s**theads that are trying to screw us! Makes losing Watchdog slightly less of a blow,’ a fan replied.
While an impressed Twitter user posted: ‘Great to have the new series of @HUGOBOSS Got Your Back on channel 4 this evening. The real Hugo Boss @joelycett you are a legend!!’
‘Love @joelycett on this show tonight @HUGOBOSS just f**king stand down.’
And some even asked how to get their hands on the support bandages in question.
‘Can I actually buy a Hugo Boss support bandage I have terrible wrists,’ a follower added.
We wouldn’t mind trying a Hugo Boss support bandage out ourselves.
Metro.co.uk has contacted Hugo Boss for a comment.
Joe Lycett’s Got Your Back airs on Friday, at 8pm, on Channel 4.
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