In February 2020, in response to a legal dispute between fashion company Hugo Boss and the Swansea-based Boss Brewing, Joe changed his name by deed poll from Joe Lycett to Hugo Boss. He said that he was drawing attention to the company's use of legal action and cease and desist letters relating to alleged copyright violations against numerous small businesses, including Boss Brewing, for use of the word 'Boss'. In the second series of Joe Lycett's Got Your Back the comedian launched a fake fashion show celebrating the release of a wrist brace under the name 'Hugo Boss' outside the flagship store of the fashion company with the same name in Regent Street, London. The police were subsequently called by the store. Joe changed his name back in April of the same year.