A small business owner from Liverpool has been ordered by global fashion house Hugo Boss to take down his website over alleged trademark infringement for using the word “Boss” in the name of his pet wellness company.
Ben McDonald, who launched Boss Pets earlier this year, said he was left “devastated” after receiving a legal notice from Hugo Boss demanding that he stop using the brand name and take down his website within 10 days or face legal action.
McDonald, from Bootle, said he had invested all his savings into launching the online business, which sells pet health products. “My whole world collapsed,” he said of the cease-and-desist letter. “I’m just a lad from Bootle trying to get a business off the ground.”
The term boss is a well-known piece of Scouse slang, meaning something excellent or impressive — but that local usage has not stopped Hugo Boss, which owns the trademarks Boss and Hugo, from pursuing the case.
McDonald’s lawyer, Francis McEntegart, argued the legal threat was disproportionate. “My client is a small local business that is just starting out selling pet wellness products. It’s not going to interfere with the profits of Hugo Boss in any way,” he said.
Hugo Boss defended its actions, saying it was standard practice to monitor and protect its trademarks globally. A spokesperson for the company said: “We are aware that the English word ‘boss’ is one that is commonly used. Nevertheless, it’s our responsibility to monitor and protect our brand rights globally and address unclear cases where needed.”
The company added: “As an international fashion company, we need to – like any other corporation – take measures to protect our existing trademark rights. These measures apply to both of our brands, Boss and Hugo.”
The incident echoes a previous backlash in 2020 when comedian Joe Lycett temporarily changed his name by deed poll to Hugo Boss in protest at the company’s aggressive trademark enforcement against smaller firms and charities using the word boss.
Despite the growing criticism, Hugo Boss has shown little sign of softening its stance. For McDonald, the next step is uncertain. “It’s heartbreaking. I chose the name because in Liverpool we say something’s ‘boss’ if it’s good. It’s got nothing to do with suits or fashion,” he said.