BBC WM’s Danny Kelly pulls a stunt changing his name to Joe Lycett by deed poll

BBC WM listeners were surprised yesterday (Monday 2 March) when Danny Kelly announced it would be the last of The Danny Kelly show.

It caused a lot of speculation on social media that he was leaving or had been fired by the station. Even the Birmingham Mail ran a story on it, but it turned out to be something completely different.

This morning he was back on air, not as Danny Kelly but under his new name Joe Lycett.

Joe (formerly Danny) decided to change his name in tribute to Birmingham comedian Hugo Boss (formerly Joe Lycett) who has changed his name this week as part of a consumer crusade against the brand.

The newly named Joe says: “Birmingham with no ‘Joe Lycett’ is no fun, so when I heard there was an opening, I was only too happy to change my name and oblige!”

Hugo Boss (formerly Joe Lycett) is a consumer affairs champion and changed his name to make a point after learning that designer brand Hugo Boss were sending cease and desist letters to charities and small businesses using the word ‘boss’ in their company.

He wrote on Twitter: “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.”

We don’t know if Danny will continue as Joe, but the stunt certainly got a lot of people talking.

And all signed… pic.twitter.com/VDslEwaoSM

— BBC WM 95.6 (@bbcwm) March 3, 2020