British Comedian Joe Lycett changes name to Hugo Boss in protest against the fashion house forcing small businesses to drop the name 'Boss' from their name

https://www.independent.co.uk/arts-entertainment/comedy/news/joe-lycett-hugo-boss-name-change-deed-poll-cease-desist-twitter-fashion-a9367401.html
https://www.reddit.com/r/UpliftingNews/comments/fby191/british_comedian_joe_lycett_changes_name_to_hugo/?utm_source=ifttt