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Joe Lycett changed his name to 'Hugo Boss' to protest against the company
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Can Hugo Boss Actually Be Cool? - The New York Times
:quality(70):focal(485x147:495x157)/cloudfront-eu-central-1.images.arcpublishing.com/businessoffashion/OQRRQONEZRHWBCHBQ34CVYWS5A.png "The Strategy Behind The Hugo Boss Rebrand | BoF")
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