Joe Lycett releases hilarious "statements" as Hugo Boss as he continues to troll the fashion label

2 March 2020, 18:09 | Updated: 2 March 2020, 18:20

Joe Lycett releses "statements" as fashion label Hugo Boss in an attempt to troll the label
Joe Lycett releses "statements" as fashion label Hugo Boss in an attempt to troll the label. Picture: Shirlaine Forrest/Getty Images

The comedian and presenter changed his name to the mens' fashion brand in support of small businesses who have "'BOSS' or similar" in their name.

Joe Lycett has released a series of hilarious statements after changing his name to Hugo Boss.

The 31-year-old - who is set to star in a new series of his comedy consumer show Got Your Back on Channel 4 - took to Twitter this week to reveal he'd changed his name by deed poll to "Hugo Boss" and explained he'd be launching a "brand new product" under the name.

After his shocking announcement, the comedian and presenter took to Twitter to write: "I have had a lot of press requests for statements today. I will now make a number of statements which I REALLY hope do not get confused with the opinions of @HUGOBOSS. Just to clarify these are the statements of Hugo Boss, not of Hugo Boss."

The ridiculous statements, which followed included: "Hugo Boss microwaves fish in the office," and "Hugo Boss has a smelly bum bum" and ended with: "And finally: Hugo Boss loves comedy consumer shows that stand up for small businesses who were issued cease and desist letters from multi-national corporations."

See Lycett's humorous tweets below:

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