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UK comic protests fashion giant by changing name to ‘Hugo Boss’

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The former Joe Lycett is now legally known as Hugo Boss (Image courtesy Boss)

British comedian Joe Lycett is now British comedian Hugo Boss.

You might assume the pansexual performer has struck up some kind of endorsement deal with the international luxury brand, but the truth is that the artist formerly known as Joe Lycett is not trying to drum up the kind of publicity that Hugo Boss would likely want.

The comic and host of the UK’s BBC Two show “The Great British Sewing Bee” made the move as a thumb-to-the-nose at the company, which has gained a reputation for aggressive legal action against small businesses, charities, and other organizations that use the word “boss” in their names – such as Welsh brewery Boss Brewing, which has reportedly outlaid nearly £10,000 (about $13,000) in defending itself against “cease and desist” orders from the German-based clothing giant.

Lycett – or rather, Boss – took to Twitter on March 1 to explain the reason he decided to legally change his name:

“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. It’s clear that @HUGOBOSS HATES people using their name. Unfortunately for them 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.”

In a comment to his own tweet, he posted a scan of the official document from the U.K. Deed Poll Office in London.

Image via Twitter

The 31-year-old comedian has long been vocal on the issue, such as during a recent appearance on BBC’s “Victoria Derbyshire” show, when he commented on the ongoing legal battle over the Sawnsea brewery’s name by saying, “It’s a massive company taking on a little company and it’s just not fair – nobody’s going to confuse a beer with Hugo Boss.”

The former Lycett came out as pansexual in a 2016 newspaper interview. “I say bisexual because it’s easy for people to understand, but I actually don’t quite think it’s that,” he explained at the time. “Pansexual seems to be the closest thing at this point, in the sense that what I’m attracted to changes depending on intangible things. Sometimes you just look at someone’s thighs and think, ‘Oof, God, yeah,’ but the other parts don’t appeal to you. It’s not entirely to do with gender – it’s to do with where you’re at, your upbringing and the kind of person you are. It’s really complicated, like life is.”

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PHOTOS: 10’s Across the Board

Impulse Group DC holds anniversary celebration at Bravo Bravo

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Impulse Group DC's '10's Across the Board' party was held at Bravo Bravo on Sunday, Dec. 14. (Washington Blade photo by Michael Key)

Impulse Group DC held “10’s Across the Board: A Celebration of 10 Years” at Bravo Bravo (1001 Connecticut Ave., N.W.) on Sunday, Dec. 14. Impulse Group DC is a volunteer-led 501(c)(3) and affinity group of AIDS Healthcare Foundation dedicated “to engaging, supporting, and connecting gay men” through culturally relevant health and advocacy work.

(Washington Blade photos by Michael Key)

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Rob Reiner, wife killed in LA home

Director was prominent LGBTQ ally

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Rob Reiner and Michele Singer Reiner attend the Human Rights Campaign Los Angeles Dinner on March 30, 2019. (Photo by kathclick/Bigstock)

Rob Reiner, most known for directing untouchable classics like “The Princess Bride,” “Misery,” “When Harry Met Sally…,” and “Stand by Me,” died Dec. 14 alongside his wife, Michele Singer Reiner, in their Los Angeles residence. While investigations are actively underway, sources have told PEOPLE Magazine that the pair’s son, Nick Reiner, killed his parents and has been taken into custody.

Reiner was a master of every genre, from the romantic comedy to the psychological thriller to the coming-of-age buddy movie. But in addition to his renowned work that made him a household name, Reiner is also remembered as a true advocate for the LGBTQ community. In 2009, Reiner and his wife co-founded the American Foundation for Equal Rights, helping fight against California’s Prop 8 same-sex marriage ban. They were honored at the 2015 Human Rights Campaign Las Vegas Gala.

In a statement, HRC President Kelley Robinson said: “The entire HRC family is devastated by the loss of Rob and Michele Reiner. Rob is nothing short of a legend — his television shows and films are a part of our American history and will continue to bring joy to millions of people across the world. Yet for all his accomplishments in Hollywood, Rob and Michele will most be remembered for their gigantic hearts, and their fierce support for the causes they believed in — including LGBTQ+ equality. So many in our movement remember how Rob and Michele organized their peers, brought strategists and lawyers together, and helped power landmark Supreme Court decisions that made marriage equality the law of the land — and they remained committed to the cause until their final days. The world is a darker place this morning without Rob and Michele — may they rest in power.” 

Reiner’s frequent collaborators have also spoken out as the industry is in mourning, including figures like Ron Howard and John Cusack.

A joint statement from Jamie Lee Curtis and Christopher Guest (who starred in Reiner’s “This is Spinal Tap”) reads: “Christopher and I are numb and sad and shocked about the violent, tragic deaths of our dear friends Rob and Michele Singer Reiner and our ONLY focus and care right now is for their children and immediate families and we will offer all support possible to help them. There will be plenty of time later to discuss the creative lives we shared and the great political and social impact they both had on the entertainment industry, early childhood development, the fight for gay marriage, and their global care for a world in crisis. We have lost great friends. Please give us time to grieve.”

While attending the 2019 HRC Los Angeles Dinner, Reiner spoke out about the need for equality: “We have to move past singling out transgender, LGBTQ, black, white, Jewish, Muslim, Latino. We have to get way past that and start accepting the idea that we’re all human beings. We’re all human beings, we all share the same planet, and we should all have the same rights, period. It’s no more complicated than that.”

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PHOTOS: The Holiday Show

Gay Men’s Chorus of Washington performs at Lincoln Theatre

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The Gay Men's Chorus of Washington performs at Lincoln Theatre. (Washington Blade photo by Michael Key)

The Gay Men’s Chorus of Washington perform “The Holiday Show” at Lincoln Theatre (1215 U St., N.W.). Visit gmcw.org for tickets and showtimes.

(Washington Blade photos by Michael Key)

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