# Privacy Policy
**Wearwise**
Last updated: June 2025
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## 1. Who We Are
Wearwise ("we", "us", "our") 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@wearwise.co.uk
- Website: www.wearwise.co.uk
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## 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 experience. This data is aggregated and not linked to identifiable individuals where possible.
- **Location data** — your approximate location (city or postcode 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). We do not send marketing notifications without your separate consent.
### Information from third parties
- **Clerk** — processes your login credentials and account management. Clerk stores your email and authentication tokens. See Clerk's privacy policy: https://clerk.com/privacy
- **Open-Meteo** — we send destination latitude/longitude coordinates to Open-Meteo's public API to retrieve weather forecasts. No personal or account data is transmitted to Open-Meteo.
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## 3. How We Use Your Data
| Purpose | Legal basis under UK GDPR |
|---|---|
| Creating and managing your account | Contract performance |
| Providing the wardrobe, outfit, and trip planning features | Contract performance |
| Generating personalised AI outfit suggestions | Contract performance |
| Sending push notifications you have enabled | Consent |
| Using your location for weather-based suggestions | Consent |
| Responding to support enquiries | Legitimate interests |
| Improving, debugging, and developing the app | Legitimate interests |
| Complying with legal obligations | Legal obligation |
We do **not** sell your personal data. We do **not** use your data for advertising or share it with advertising networks.
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## 4. Photos and Camera
When you photograph or import wardrobe items:
- Photos are stored securely and linked only to your account.
- Photos 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.
- If you use the "recreate outfit" feature and upload an inspiration photo, that image is sent to our AI provider solely to process your request and is not retained or used for any other purpose.
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## 5. AI Features
When you use AI-powered features (outfit suggestions, style advice, shopping checks):
- Your wardrobe metadata (categories, colours, style preferences) and your text prompt are sent to our AI provider (Anthropic) to generate a response.
- Photos are only sent to the AI provider when you explicitly use the outfit recreation feature.
- Anthropic processes this data solely to return a response. It is not used to train their models under our agreement.
- We do not store the raw AI request/response beyond what is needed to display it to you.
Anthropic's privacy policy: https://www.anthropic.com/privacy
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## 6. Data Retention
- Your account and wardrobe data is retained for as long as your account remains active.
- If you delete your account (via the app or by emailing us), all your personal data is permanently deleted within **30 days**.
- Anonymised, aggregated usage statistics that cannot identify any individual may be retained for longer to help us improve the app.
- Backups may retain data for up to **90 days** after deletion before being fully purged from all systems.
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## 7. Who We Share Your Data With
We share your data only in the following limited circumstances:
| Recipient | Purpose |
|---|---|
| Clerk | Authentication and account management |
| Anthropic | Processing AI outfit suggestion requests |
| Our cloud infrastructure providers | Hosting app data and the API server |
| Legal authorities | If required by law, court order, or to prevent harm |
All third-party processors are bound by data processing agreements that require them to protect your data in accordance with UK law.
We do not share your personal wardrobe or outfit data with other users unless you explicitly use social or sharing features within the app.
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## 8. International Data Transfers
Some of our 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) — so your data receives equivalent protection.
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## 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 in certain circumstances.
- **Portability** — request your data in a structured, 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 without affecting the lawfulness of prior processing.
To exercise any right, email **hello@wearwise.co.uk**. We will respond within **30 days**. We may ask you to verify your identity before processing your request.
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
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## 10. Cookies and Tracking
The Wearwise mobile app does not use browser cookies. We may use lightweight analytics to understand aggregate usage patterns (e.g. which features are most used). This data is anonymised and not linked to your personal account where possible.
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## 11. Security
We implement appropriate technical and organisational measures to protect your data, including:
- Encrypted data transmission (HTTPS/TLS for all API calls)
- Secure, hashed password storage via Clerk
- Access controls ensuring only authorised personnel can access backend systems
- Regular review of security practices
No digital system is completely secure. If you discover a security vulnerability or have concerns, please contact us immediately at **hello@wearwise.co.uk**.
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## 12. Children
Wearwise is intended for users aged **13 and over**. We do not knowingly collect personal data from children under 13. If you believe a child under 13 has created an account, please contact us at hello@wearwise.co.uk and we will delete the account and associated data promptly.
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## 13. 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 before the change takes effect. The "last updated" date at the top of this page will always reflect the current version. Continued use of the app after changes constitutes acceptance of the updated policy.
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## 14. Contact
**Email:** hello@wearwise.co.uk
**Website:** www.wearwise.co.uk
Annie Lummis
United Kingdom