Genoa’s St. George’s Cross Kit Launch Overshadowed by Model’s Racy Tattoo* **

Genoa CFC’s St. George’s Cross Kit Launch Overshadowed by Model’s Racy Tattoo

Genoa CFC made headlines on Wednesday with the launch of its new St. George’s Cross away kit, paying tribute to the club’s English heritage. However, the bold design of the shirt was quickly overshadowed by an unexpected detail in the promotional images—a model’s explicit thigh tattoo that ignited a viral firestorm.

The tattoo, tucked in the bottom right corner of one photo, appeared to depict two men engaging in a sex act. The image was swiftly noticed by social media users before Genoa deleted the original post. The controversy brought sudden fame to the model, East London-based hairdresser James Oxley, who had almost forgotten his brief involvement with the campaign.

How the Viral Moment Happened

Oxley, 33, was approached by photographers outside his Shoreditch workplace two weeks ago during a break. They asked him to model the shirt in exchange for a couple of pints of cider. The shoot took place at The Griffin pub, a nod to the griffin in Genoa’s club crest.

"I was standing outside having a coffee and a cigarette. They spotted me because I’m covered in tattoos. They said, ‘We’re shooting at the pub down the street—want to model the shirt for a laugh?’ I thought, ‘Why not? It’ll be fun.’"

Oxley, who has styled celebrities like Dave Grohl’s wife Jordyn Blum, has over 56 tattoos, many of which he inked himself. The controversial tattoo was one of his self-done designs, and he was relieved that the photo only showcased a small part of his collection—particularly avoiding his Marge Simpson tattoo.

A Viral Storm and a Missed Opportunity

The controversy took off when football account HLTCO reposted the image with the caption, "interesting leg tattoo, that," racking up over 117,000 likes—almost 100 times more than the original kit launch post. Oxley, who admits he had forgotten about the shoot until friends started sending him viral posts, now jokingly feels he deserves a free shirt from Genoa.

"It’s all funny, but I didn’t expect any of this. Maybe now I’ll finally get my own kit," he laughed.

While the tattoo dominated headlines, Genoa’s kit itself is a nod to the club’s English origins, founded by sailors in 1893. The St. George’s Cross, also on the city’s coat of arms, reflects the club’s historical ties to England. Whether intentional or not, the viral moment has brought even more attention to the kit—but perhaps not in the way the club intended.

For Oxley, the experience is just another surreal chapter in his life as both a hairdresser and an accidental internet sensation.

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