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It’s easy to start feeling more than a little overwhelmed with the bad news right now which is why The Great British Entrepreneur Awards are on a mission to highlight the good; the entrepreneurs & businesses who are doing amazing things, who have achieved so much (before and during the Covid-19 pandemic), who may have turned their skills to good and who deserve to be recognised.


Boss Brewing are a multi-award-winning craft beer brewery from Swansea, South Wales.

After Boss Brewing received a cease and desist letter landed in their laps from Hugo Boss, comedian Joe Lycett changed his name by deed poll, to show support for the Welsh brewery.

He wrote in a tweet: “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.”

Tune into Channel 4 on Friday 10th April at 10pm to watch this episode of Joe Lycett’s Got Your Back.

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