The David vs Goliath Battle: Boss Brewing vs Hugo Boss

TLDRBoss Brewing, a small Welsh brewery, received a cease and desist letter from fashion brand Hugo Boss, demanding them to change their name. Despite the lack of confusion between the two brands, Boss Brewing had to rebrand their beers. This unfairness sparked comedian Joe Lycett, now known as Hugo Boss, to challenge the fashion giant. He launched a line of support bandages with a cease and desist embossed on them and held a protest outside the Hugo Boss flagship store. Despite the backlash, Hugo Boss has yet to apologize or support Boss Brewing.

Key insights

💼Hugo Boss issued a cease and desist letter to Boss Brewing, a small Welsh brewery, demanding a name change.

🍺Boss Brewing had to rebrand their beers and incurred significant expenses as a result.

😂In response, comedian Joe Lycett legally changed his name to Hugo Boss and launched a line of support bandages with cease and desist letters embossed on them.

👕Hugo Boss, the fashion brand, called the police when Joe Lycett held a protest outside their flagship store.

🚫Despite the backlash and global conversation, Hugo Boss has not apologized or supported Boss Brewing.

Q&A

Why did Boss Brewing receive a cease and desist letter?

—Hugo Boss claimed that Boss Brewing's name and logo infringed on their trademark.

How did Boss Brewing respond to the cease and desist letter?

—Boss Brewing had to rebrand their beers and incurred significant expenses to comply with the demand.

What did Joe Lycett do to support Boss Brewing?

—Joe Lycett legally changed his name to Hugo Boss and launched a line of support bandages with cease and desist letters embossed on them.

What was the response from Hugo Boss?

—Hugo Boss called the police when Joe Lycett held a protest outside their flagship store. They have not apologized or supported Boss Brewing.

Has this controversy affected Hugo Boss's reputation?

—The controversy has sparked global conversations, and many criticize Hugo Boss for their actions. However, their reputation remains largely unchanged.

Timestamped Summary

00:00Boss Brewing, a small Welsh brewery, received a cease and desist letter from fashion brand Hugo Boss, demanding them to change their name.

03:40Boss Brewing had to rebrand their beers and incurred significant expenses as a result.

06:59In response, comedian Joe Lycett legally changed his name to Hugo Boss and launched a line of support bandages with cease and desist letters embossed on them.

12:29Hugo Boss, the fashion brand, called the police when Joe Lycett held a protest outside their flagship store.

14:11Despite the backlash and global conversation, Hugo Boss has not apologized or supported Boss Brewing.

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