I've always brought my boys to second-hand shops because it's a great way to teach them about money, about things having value, and about giving clothes a second life.
- 4 min read
- Published: 28th August 2026
Comedy star Emma Doran announced as the face of Oxfam Ireland's Second Hand September 2026 campaign
Second Hand September challenges people to choose pre-loved instead of new throughout the month.
Award-winning Irish comedian and podcast host Emma Doran has been announced as the ambassador for Oxfam Ireland's eighth Second Hand September 2026, encouraging people to embrace the stories our clothes carry.
This year's campaign shines a spotlight on the clothes that are passed from one generation to the next, from cherished hand-me-downs to favourite finds that deserve another chapter. Dublin-born Emma Doran knows first-hand the value of making clothes last, with many of her favourite pieces originally belonging to her mother.
Second Hand September challenges people to choose pre-loved instead of new throughout the month; helping to reduce textile waste, extend the life of clothing and support Oxfam's work tackling poverty and inequality around the world.
Ireland consumes around 53kg of new textiles per person each year – one of the highest rates in the EU. About 64,000 tonnes of textiles are thrown into household bins every year, making households the single biggest source of textile waste.
With enough clothing already in circulation to dress the next six generations, every second-hand purchase is a simple way to reduce waste from ending up in landfill.
Oxfam Ireland’s Second Hand September 2026 ambassador, Emma Doran, says:
"Passing clothes around the family has always been normal for us. I always brought my boys to second-hand shops because I thought it was a great way to teach them about money, about things having value, and about giving clothes a second life. Two of my three kids are taller than me now, so I've been passing clothes on to them. It's lovely to see something you wore get a whole new life with someone in their twenties or teens.”
We've all seen the images of landfill sites full of clothes. It's easy to think it's all the responsibility of big corporations, but we can all make changes ourselves, and those changes can be better for us as individuals, too. Second Hand September is a really fun, accessible way for people to look at their own shopping habits.— Emma Doran, Second Hand September 2026 ambassador
"On a bigger level, we're all aware that our clothes come from somewhere and they're made by somebody. If you're buying a brand-new t-shirt for one euro, it makes you question how that's possible and what the bigger picture is. ‘Fashion Shouldn’t Cost the Earth’ is an important message, but this campaign is also genuinely fun to take part in.”
The photoshoot for this year’s campaign took place near where Emma Doran was raised, in Rua Red arts centre in the heart of Tallaght. The final look was styled by Patrycja Pawela of Oxfam Ireland, who hand-made the skirt from donated ties, and photographed by Niamh Barry.
Emma brings wit, authenticity and warmth to everything she does, and she's a fantastic ambassador for this year's campaign. Her story about wearing clothes passed down from her own family reminds us that the most important items in our wardrobes are often the ones with memories attached. By choosing second hand, donating quality clothes and shopping at Oxfam, we're keeping that tradition alive while helping to protect our planet from textile pollution and supporting communities globally.— Trevor Anderson, Director of Trading at Oxfam Ireland.
Oxfam Ireland's network of 44 shops across the island offers thousands of affordable, high-quality pre-loved fashion items. Great style doesn't have to cost the earth.
To find your nearest Oxfam shop or sign up for Second Hand September, visit Oxfam Ireland's website. Share your favourite hand-me-downs and second-hand finds using #SecondHandSeptember.
ENDS
Photography by Niamh Barry.
Kate Brayden, Media Officer - Oxfam Ireland
kate.brayden@oxfam.org
+353 (0) 87 749 7447
- As per the latest NATEX (Nature and Extent of Post-Consumer Textiles in Ireland) report, Ireland consumes around 53kg of new textiles per person each year – one of the highest rates in the EU.
- Around 170,000 tonnes of post-consumer textiles are generated in Ireland every year – equivalent to 35kg per person.
- Approximately 110,000 tonnes (65%) of those textiles end up in the general waste stream and are sent for landfill or waste-to-energy rather than being reused or recycled.
- About 64,000 tonnes of textiles are thrown into household bins every year, making households the single biggest source of textile waste.
- Only 34% of discarded textiles are collected separately, mainly through charity shops and textile banks, meaning there is significant scope to increase reuse.
- Just 27% of textiles are reused, while only 9% are recycled into products such as rags or fibre.
- Irish charity shops collect around 17,500 tonnes of textiles every year, with roughly 8,500 tonnes resold in Ireland, extending the life of clothing while raising funds for charitable work.
