![Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN](https://media.cnn.com/api/v1/images/stellar/prod/200302124308-joe-lycett-file-restricted.jpg?q=w_3000,h_2000,x_0,y_0,c_fill)
Comedian Joe Lycett changes name to Hugo Boss to protest brand's treatment of small businesses | CNN
![Hugo Boss CEO Claus-Dietrich Lahrs smiles before the fashion company's balance press conference in Metzingen, Germany, 29 March 2011. Hugo Boss reports a plus of eleven per cent in turnover to 1.72 Hugo Boss CEO Claus-Dietrich Lahrs smiles before the fashion company's balance press conference in Metzingen, Germany, 29 March 2011. Hugo Boss reports a plus of eleven per cent in turnover to 1.72](https://c8.alamy.com/comp/DAJA4B/hugo-boss-ceoclaus-dietrich-lahrs-smiles-before-the-fashion-companys-DAJA4B.jpg)
Hugo Boss CEO Claus-Dietrich Lahrs smiles before the fashion company's balance press conference in Metzingen, Germany, 29 March 2011. Hugo Boss reports a plus of eleven per cent in turnover to 1.72
![Clothes hang on hangers featuring the logo of Hugo Bossfashion company in Metzingen, Germany, 29 March 2011. The same day, Hugo Boss reports a plus of eleven per cent in turnover to Clothes hang on hangers featuring the logo of Hugo Bossfashion company in Metzingen, Germany, 29 March 2011. The same day, Hugo Boss reports a plus of eleven per cent in turnover to](https://c8.alamy.com/comp/DAJAAK/clothes-hang-on-hangers-featuring-the-logo-of-hugo-bossfashion-company-DAJAAK.jpg)