Miss USA 2026 Justus Kelley Named Brand Ambassador for ShopGoodwill.com®

New partnership brings together sustainable fashion, purpose and opportunity as Kelley prepares to take secondhand style to the Miss Universe stage

SANTA ANA, CA, UNITED STATES, November 2, 2026 /EINPresswire.com/ — ShopGoodwill.com^®, the leading nonprofit e-commerce marketplace connecting shoppers with one-of-a-kind secondhand finds from Goodwill organizations across the country, today announced a new partnership with Miss USA 2026 Justus Kelley, naming her an official brand ambassador for ShopGoodwill.com.

The collaboration brings together two powerful platforms united by a shared belief: what we wear — and where we shop — can create opportunity, inspire change and make an impact far beyond the moment.

As a ShopGoodwill.com brand ambassador, Kelley will help champion secondhand shopping and sustainable fashion while bringing greater visibility to the Goodwill mission. Throughout her year as Miss USA, she will showcase gowns and fashion sourced through ShopGoodwill.com, including custom upcycled designs created in collaboration with renowned fashion designer and fellow ShopGoodwill.com collaborator Evan Hirsch.

The partnership will culminate on some of the world’s biggest stages, including the Miss Universe competition in Puerto Rico this November, where Kelley will represent the United States while demonstrating the extraordinary potential of secondhand fashion.

“Justus represents everything this partnership is about — confidence, creativity, purpose and the belief that opportunity can transform a life,” said George Burt, COO of ShopGoodwill.com. “Her personal connection to Goodwill, her passion for giving fashion a second life and her advocacy for young people make her an incredibly authentic ambassador for ShopGoodwill.com. Together, we have an opportunity to show millions of people that secondhand can be aspirational and beautiful while creating a meaningful impact in communities across the country.”

For Kelley, the partnership is deeply personal. Long before earning the title of Miss USA, Goodwill was part of her journey. Over the years, Kelley has turned to Goodwill to find memorable fashion at accessible prices, wearing multiple Goodwill-sourced gowns and pieces throughout her pageant journey.

Now, as Miss USA 2026, that longtime connection is coming full circle.

“Goodwill has been part of my story for years, including some of the most meaningful moments on my journey to becoming Miss USA,” said Justus Kelley, Miss USA 2026. “I’ve always believed that something doesn’t have to be new to be extraordinary. Some of the gowns and pieces I’ve found secondhand have given me the confidence to step onto a stage and pursue a dream. To now have the opportunity to use this platform to celebrate sustainable fashion while supporting a mission centered on creating opportunity for others is incredibly meaningful to me.”

Kelley’s advocacy extends well beyond the pageant stage. A licensed foster parent, she created Foster Footprints to support and empower foster youth and their families. Her commitment to helping young people build stronger futures aligns closely with the Goodwill mission and the purpose behind every purchase made through ShopGoodwill.com.

ShopGoodwill.com exists to turn donated goods into opportunity. As the e-commerce platform for more than 135 Goodwill organizations across the United States and Canada, the marketplace gives secondhand items new life while generating critical funding for local Goodwill programs. On average, 85 cents of every dollar spent through ShopGoodwill.com goes back to local Goodwill organizations and community programs, helping people build skills, find employment and pursue sustainable career pathways.

That shared focus on creating pathways to brighter futures — particularly for people who may face barriers to opportunity — is at the heart of the partnership between Kelley and ShopGoodwill.com.

“My work with foster youth has shown me how powerful it can be when someone is given the resources, encouragement and opportunity to envision a future for themselves,” Kelley said. “That is what makes this partnership so special. ShopGoodwill.com isn’t just about finding something incredible secondhand. Every purchase helps create opportunities for people to learn, work, grow and build their own futures.”

Fashion will serve as a highly visible expression of that shared purpose. Throughout the partnership, Kelley will work with ShopGoodwill.com and New York-based designer Evan Hirsch to transform secondhand finds into one-of-a-kind fashion. Hirsch, ShopGoodwill.com’s resident secondhand fashion expert and brand ambassador, is known for transforming pre-loved garments into couture-inspired pieces that challenge perceptions of what secondhand fashion can be.

For select appearances, including major moments leading up to and during Miss Universe, Hirsch will reimagine gowns and materials sourced from ShopGoodwill.com specifically for Kelley.

“Secondhand fashion gives us an incredible creative starting point because every garment already has a history,” said Evan Hirsch. “The opportunity to take pieces from ShopGoodwill.com and transform them for Justus makes these designs even more meaningful. We’re taking something that has already lived one life and giving it an entirely new moment on a global stage.”

The collaboration builds on ShopGoodwill.com and Hirsch’s ongoing work to challenge traditional perceptions of thrift and demonstrate that secondhand fashion can be innovative, elevated and runway-ready.

At its core, the partnership reflects the unique impact behind shopping on ShopGoodwill.com: extending the life of donated goods while helping extend opportunity to people in communities nationwide. Every purchase helps support Goodwill programs that connect people to job placement, vocational training, education and other resources designed to help individuals overcome barriers and build meaningful pathways to employment.

With Kelley as its newest brand ambassador, ShopGoodwill.com will bring that connection between style, sustainability and opportunity to a new audience — and some of the world’s most visible stages.

“This partnership is about giving things a second chance — whether that’s a gown, a donated treasure or an opportunity to build a different future,” said Burt. “Justus understands that in a very personal way, and we couldn’t imagine a better partner to help tell that story.”

About ShopGoodwill.com
ShopGoodwill.com is the first e-commerce auction platform created, owned, and operated by a nonprofit organization, and the exclusive online marketplace for the Goodwill network. ShopGoodwill.com was designed to provide an engaging online shopping destination that would further the Goodwill mission of helping people with training, education, and employment opportunities. More than $3.4 billion in revenue has been generated on ShopGoodwill.com since its launch in 1999.

Nicole Morrison
ShopGoodwill.com
nmorrison@ocgoodwill.org

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