Oxfam Launches Second Hand September 2026 Campaign
Oxfam has launched its 2026 Second Hand September campaign across more than 500 UK shops, alongside new research examining the environmental impact of unworn clothing and disposal habits.
Oxfam has launched its 2026 Second Hand September campaign across its UK retail network, supported by new research examining the environmental impact of unworn clothing and the continued disposal of unwanted garments.
This year’s campaign, which carries the theme ‘Be An Original’, is fronted by actor and Oxfam supporter Richard E Grant and encourages consumers to choose second-hand clothing during September.
Richard E. Grant shot by Sane Seven for Oxfam’s Second Hand September 2026 Campaign.
The launch coincides with Oxfam’s Second Hand September activity and its first State of Style report. The charity says its findings show that Britain’s unworn clothes account for enough wasted water to supply one million people for life, while one in five Britons admit to continuing to throw unwanted clothes in the bin.
Grant will appear on posters across Oxfam’s shop network throughout September. He was styled by Bay Garnett in clothing donated to the charity, with the campaign photographed by Sane Seven.
“My life-changing career break happened because I was wearing a second hand coat I bought in an Oxfam shop. It was 1986 and I arrived for my ‘Withnail & I’ audition soaking wet and in a second hand Burberry trench coat. Turned out I’d nailed the look for the part without even trying!”
“I’ve always loved clothes that have lived a life before you, I still wear pieces I’ve owned for decades, items that belonged to people I love, and things I’ve discovered over the years – that’s why I support Second Hand September.”
“Original style isn’t about buying more. It’s about finding pieces with a story, keeping them for as long as you can, and passing them on for someone else to discover. We’ve already got too much of everything. Reusing and upcycling clothing – second-hand, vintage, call it what you like – just makes perfect sense.”
Richard E Grant, actor and Oxfam supporter
Campaign Focuses on Oxfam’s Retail Network
Second Hand September was launched in 2019 and has since become a recurring part of Oxfam’s fashion retail calendar. Previous activity has included the charity’s Style for Change fashion show at London Fashion Week, which in 2025 was staged in partnership with Vinted.
Oxfam says shopping and donating through its stores can reduce demand for new clothing while raising funds for the charity’s work.
The campaign also puts renewed emphasis on donations to Oxfam’s physical shop network, with the charity seeking good-quality clothing to maintain stock levels during September.
“Oxfam is the original Second Hand retailer. We’ve been selling quality pre-loved fashion since 1947 and that success is down to people supporting our local shops. Every donation makes a difference, and while we’re grateful for the fantastic support we receive throughout the year, September is a particularly important time for our shops. We’re looking for plenty of good-quality clothes to help keep the rails full and give local shoppers a great choice of pre-loved fashion.
“Second Hand September is a brilliant reminder that small changes can have a big impact. By donating clothes you no longer wear or choosing to shop second hand, you’re helping to reduce textile waste, support Oxfam’s work and do something positive for the planet.
Rachel Cosgrove-Pearce, Head of Retail Operations, Oxfam
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Consumers can take part through more than 500 Oxfam shops across the UK or via Oxfam’s Online Shop.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
