![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
![Claus-Dietrich Lahrs, CEO of fashion company Hugo Boss, stands in front of the company logo at a balance press conference in the headquarters in Metzingen, Germany, 12 April 2010. After the crisis Claus-Dietrich Lahrs, CEO of fashion company Hugo Boss, stands in front of the company logo at a balance press conference in the headquarters in Metzingen, Germany, 12 April 2010. After the crisis](https://c8.alamy.com/comp/D572Y8/claus-dietrich-lahrs-ceo-of-fashion-company-hugo-boss-stands-in-front-D572Y8.jpg)
Claus-Dietrich Lahrs, CEO of fashion company Hugo Boss, stands in front of the company logo at a balance press conference in the headquarters in Metzingen, Germany, 12 April 2010. After the crisis
![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)