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Oxfam State of Style: Unworn Clothes, Wasted Water
Tuesday 1st September, 2026
For Second Hand September, Oxfam released its State of Style report, putting a striking figure on fashion waste: the water used to produce Britain’s unworn clothes could supply one million people for a lifetime. Fronted by actor Richard E. Grant, the campaign used the finding to encourage people to buy less, wear clothes longer and choose second-hand.
Why it worked: It fused a shocking, human-scale stat (1 million lifetimes of water) to a heatwave news cycle and a celeb-fronted call-to-action window (Second Hand September).
The lesson: Consider converting a hidden waste into a vivid, human-equivalent stat tied to a current crisis, then launch it with a timely pledge.
Oxfam
4 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| marieclaire.co.uk | “The Water Used to Produce Britain’s Unworn Clothes Is Enough to Supply 1 Million People for a Lifetime”: Oxfam’s State of Style Report Finds | Tuesday 1st September, 2026 |
| retailgazette.co.uk | Richard E. Grant supports second hand fashion in new campaign from Oxfam - Retail Gazette | Monday 14th September, 2026 |
| just-style.com | Social media fuels fast fashion, Oxfam report claims - Just Style | Tuesday 6th October, 2026 |
| fibre2fashion.com | Britain's unworn clothes waste billions of litres of water: Oxfam - Fibre2Fashion | — |