PRIVACY POLICY
Wisewear
Last updated: June 2025
1. WHO WE ARE
Wisewear is operated by Annie Lummis, based in the United Kingdom. We are the data controller responsible for your personal information under UK GDPR and the Data Protection Act 2018.
Contact us:
Email: hello@wisewearwardrobe.co.uk
Website: www.wisewearwardrobe.co.uk
2. WHAT DATA WE COLLECT
Information you provide directly
Account credentials — your email address and password, processed securely by Clerk (our authentication provider).
Profile information — your display name, profile photo, and any preferences you set during onboarding: style type, lifestyle, favourite colours, body shape, and budget range.
Wardrobe data — photos, names, categories, colours, brand names, and purchase costs of items you add to your wardrobe.
Outfit data — outfits you create, including flat-lay layouts, titles, occasions, wear history, and style notes.
Wear journal entries — records of outfits and items you mark as worn on specific dates.
Trip data — trip names, destination cities, travel dates, day-by-day outfit plans, and packing lists.
Wishlist and shopping data — items you save to your wishlist or submit for a shopping similarity check.
User photos — images you capture with your camera or import from your photo library.
Information collected automatically
Device information — device type, operating system version, and app version, used for technical support and compatibility.
Usage data — which features you use and how often, used to improve the app. This data is aggregated and not linked to identifiable individuals where possible.
Location data — your approximate location (city level), requested only with your explicit permission, used solely to provide the local weather forecast for outfit suggestions. We do not store your precise GPS coordinates.
Push notification token — a device-level token used only to send you reminders you have enabled (e.g. trip packing reminders).
Information from third parties
Clerk — processes your login credentials and account management. See Clerk's privacy policy: https://clerk.com/privacy
Open-Meteo — we send destination coordinates to Open-Meteo's public API to retrieve weather forecasts. No personal data is transmitted.
3. HOW WE USE YOUR DATA
We use your data to:
- Create and manage your account (contract performance)
- Provide the wardrobe, outfit, and trip planning features (contract performance)
- Generate personalised AI outfit suggestions (contract performance)
- Send push notifications you have enabled (consent)
- Use your location for weather-based suggestions (consent)
- Respond to support enquiries (legitimate interests)
- Improve and develop the app (legitimate interests)
- Comply with legal obligations (legal obligation)
We do not sell your personal data. We do not use your data for advertising.
4. PHOTOS AND CAMERA
When you photograph or import wardrobe items, photos are stored securely and linked only to your account. They are displayed within the app to show your wardrobe and outfits. We do not use your photos to train AI models. You can delete any photo or wardrobe item at any time within the app.
5. AI FEATURES
When you use AI-powered features (outfit suggestions, style advice, shopping checks), your wardrobe metadata and style preferences are sent to our AI provider (Anthropic) to generate a response. Photos are only sent when you explicitly use the outfit recreation feature. Anthropic processes this data solely to return a response and does not use it to train their models under our agreement.
Anthropic's privacy policy: https://www.anthropic.com/privacy
6. DATA RETENTION
Your account and wardrobe data is retained for as long as your account remains active. If you delete your account, all your personal data is permanently deleted within 30 days. Backups may retain data for up to 90 days before being fully purged.
7. WHO WE SHARE YOUR DATA WITH
We share your data only with:
Clerk — for authentication and account management.
Anthropic — for processing AI outfit suggestion requests.
Our cloud infrastructure providers — for hosting app data, under strict data processing agreements.
Legal authorities — if required by law, court order, or to prevent harm.
We do not share your wardrobe or outfit data with other users.
8. INTERNATIONAL DATA TRANSFERS
Some service providers (including Clerk and Anthropic) process data in the United States. Where data is transferred outside the UK or EEA, we ensure appropriate safeguards are in place, including Standard Contractual Clauses or the UK International Data Transfer Agreement (IDTA).
9. YOUR RIGHTS
Under UK GDPR, you have the right to:
Access — request a copy of the personal data we hold about you.
Rectification — ask us to correct inaccurate or incomplete information.
Erasure — ask us to delete your personal data (the right to be forgotten).
Restriction — ask us to limit how we process your data.
Portability — request your data in a machine-readable format.
Objection — object to processing based on legitimate interests.
Withdraw consent — where we rely on consent (e.g. location access, push notifications), you can withdraw it at any time in your device Settings.
To exercise any right, email hello@wisewearwardrobe.co.uk. We will respond within 30 days.
If you are unhappy with how we have handled your data, you have the right to complain to the Information Commissioner's Office (ICO):
Website: https://ico.org.uk
Telephone: 0303 123 1113
10. SECURITY
We implement appropriate technical and organisational measures to protect your data, including encrypted data transmission (HTTPS/TLS), secure authentication via Clerk, and access controls. If you discover a security concern, please contact hello@wisewearwardrobe.co.uk immediately.
11. CHILDREN
Wisewear is intended for users aged 13 and over. We do not knowingly collect data from children under 13. If you believe a child under 13 has created an account, please contact us and we will delete it promptly.
12. CHANGES TO THIS POLICY
We may update this Privacy Policy as the app evolves. For significant changes, we will notify you via an in-app notice or email. The last updated date at the top of this page will always reflect the current version.
13. CONTACT
Email: hello@wisewearwardrobe.co.uk
Website: www.wisewearwardrobe.co.uk
Annie Lummis, United Kingdom