Joe Lycett

has really put his name to his Channel 4 consumer series Got Your Back...

While investigating claims that fashion company Hugo Boss sent cease and desist letters to small businesses and charities with similar names, the comic last week legally changed his name by deed poll. “It’s clear Hugo Boss HATES

people using their name,” he said. “I am now officially known as Hugo Boss. All future statements from me are not from Joe Lycett but from Hugo Boss.”

He also showed off his official confirmation, which included the new Hugo’s signature – with an unusually phallic-shaped U...