For those who don't know, this is Joe Lycett. He's a British comedian who's also bisexual/pansexual (he uses both labels interchangeably afaik), and this isn't an isolated thing.

He has a show called Joe Lycett's Got Your Back which explains consumer rights, exposes dodgy businesses and actually fights on behalf of people who have been scammed by those businesses, often successfully.

He also legally changed his name to Hugo Boss in protest of the fashion house Hugo Boss hitting a local brewery with cease and desist because they trademarked the word boss. The protest was successful and Hugo Boss receded the c&d.

He's a cool guy and I recommend looking him up. I also recommend looking up the notable cases from JLGYB on the Wikipedia link below

That local brewery is Boss Brewery in Swansea, and if you go to their bar they now sell a pizza named the Lycett in his honour