The history of sexual morality in Ireland has been traditionally associated with repression. In the last two decades, however, repression seems to have given way to its exact opposite. But where did this “repression” originate? And how can we account for this sudden and sweeping transformation in sexual mores? Based on solid ethnographic and historical analysis of sexual morality in rural Ireland, augmented by comparative data from Papua New Guinea, and being informed by from Freud’s emblematic concept of repression, the author draws new conclusions that not only apply to the specific case of his Irish material but shed new light on the specific nature of an anthropological approach to the study of human societies.