Award-winning comedian Joe Lycett has changed his name to Hugo Boss by deed poll. 

Lycett announced his change of name on social media, tagging the company and writing: "So @HUGOBOSS (who turnover approx $2.7 billion a year) have sent cease & desist letters to a number of small businesses & charities who use the word 'BOSS' or similar, including a small brewery in Swansea costing them thousands in legal fees and rebranding....this week I legally changed my name by deed poll and I am now officially known as Hugo Boss. All future statements from me are not from Joe Lycett but from Hugo Boss. Enjoy."

The comedian's consumer series Joe Lycett's Got Your Back returns to C4 for a second series this year. It has not been revealed if the programme title will change to Hugo Boss Has Got Your Back. But he tweeted: "I am pleased to announce that I will be launching a brand new product as Hugo Boss. All will be revealed on the new series of #GotYourBack on @Channel4"

When the second series was announced Lycett said: “Got Your Back was my dream job because it let me do two of my favourite things - be an idiot and shove two fingers up to greedy corporations. I'm over the moon we're back for longer episodes and a longer series and if I'm not at least banned from a high street bank by the end of it I will see that as a failure.”