‘I would never destroy real money. I would never be so irresponsible.’ - Joe Lycett
– this is the man who changed his name by deed-poll to Hugo Boss, in 2020, in support of a small businesses who had been sent cease and desist letters by the German fashion label for using the word ‘Boss’ in their names. Last year, he made headlines when he spectacularly ‘stormed off’ Channel 4 daytime TV show Steph’s Packed lunch, as part of a protest against single-use plastics.
It was certainly on brand for Joe to make his appeal on the public stage with a campaign that was quintessentially ‘him’, the apparent ‘shredding’ was live streamed on a website he’d set up called benderslikebeckham.com. ‘This is my final message to David Beckham,’ he said. ‘It’s me! That prick who shredded loads of money in a cost of living crisis. So, where are we?Predictably, the money he’d threatened to shred in the hope of incetivizing Beckham to donate his own fee to charity had itself been donated, before he even released the first call to action.
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