Comedian Joe Lycett legally changes his name to Hugo Boss, in a protest against the fashion company
Kate Swaine, intellectual property partner at Gowling WLG, said:"Joe Lycett's actions shine a light on the potential negative PR implications when undertaking a brand enforcement program.
"Even where a brand is legitimately enforced, brandowners must be alive to where issues may arise in relation to smaller businesses or individual use." Anyone over the age of 16 in the UK can legally change their name. Some companies charge a fee of around £15 to sort the paperwork. German label Hugo Boss was founded in 1924 in Metzingen, Germany, and famously supplied uniforms for the Nazi party.
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