Your Data, Refined.

Overview

At WornWell ("we," "us," "our"), we believe your style is personal, and so is your data. This Privacy Policy explains how WornWell AI, operated from Amsterdam, the Netherlands, collects, uses, stores, and protects your information when you use our AI-powered wardrobe intelligence platform and related services (the "Service").

By using our Service, you agree to the practices described in this policy. If you are in the European Economic Area (EEA), we process your data in accordance with the General Data Protection Regulation (GDPR).

1. Information We Collect

A. Waitlist & Account Data

When you join the waitlist or create an account, we collect your email address and, if provided, your name. To understand the effectiveness of our marketing, we also collect the referral source (UTM parameters) of your signup and a timestamp of the request. If you use the contact form, we also collect your message content and subject.

B. Closet & Garment Data

When you digitize your wardrobe, we process photographs of your clothing using sophisticated on-device and cloud-based image analysis to extract metadata including garment type, color, material, brand, and condition. This data powers your Cost-per-Wear tracking and personalized recommendations.

C. Usage & Wear Data

We collect data on how you interact with the app, including which garments you log as worn, outfit combinations, and feature usage patterns. This data is used to improve AI accuracy and your personal experience.

D. Device & Technical Data

We automatically collect device identifiers, operating system version, app version, IP address (hashed for rate limiting), and crash reports to maintain service quality and security.

2. Cookies & Tracking Technologies

WornWell uses cookies and similar tracking technologies to provide the site, analyze traffic through Google Analytics 4, and, when approved and enabled, display and measure advertising through Google AdSense. Our use of cookies is governed by our dedicated Cookie Policy.

WornWell fully supports Google Consent Mode v2. Non-essential tracking and analytics signals are disabled by default and are only activated if you explicitly grant permission through our consent banner. You can manage your preferences or withdraw consent at any time through our Cookie Settings, accessible via the footer of our website.

3. How We Use Your Data

• Service Delivery: To provide personalized styling, sustainability insights, and Cost-per-Wear analytics.
• AI Model Improvement: Aggregated, anonymized garment metadata may be used to improve our computer vision and fashion analysis models. Individual images are never used for training without explicit consent.
• Communication: To send waitlist updates, early access invitations, and service-related notifications. We do not send unsolicited marketing emails.
• Security: IP addresses are hashed and used for rate limiting to prevent abuse. We never store raw IP addresses.
• Analytics: Anonymous, aggregated usage data, processed via Google Analytics 4 in a manner compliant with your consent preferences, helps us understand feature adoption and improve the platform.

4. AI & Automated Processing

WornWell uses a hybrid AI architecture:

• On-Device Processing: Automated analysis runs locally on your device for instant garment recognition. This data never leaves your device unless you enable cloud sync.
• Cloud Processing: When cloud features are enabled, garment images are processed by our secure cloud-resident AI models for detailed analysis. Images are processed in real-time and are not stored on our servers after processing is complete.
• Automated Decisions: Our AI generates outfit recommendations and style insights. These suggestions are informational only and do not constitute binding decisions. You can always override or ignore AI recommendations.

5. Legal Basis for Processing (GDPR)

We process your data under the following legal bases:

• Contract Performance (Art. 6(1)(b)): To provide the Service you requested.
• Legitimate Interest (Art. 6(1)(f)): For security, fraud prevention, and service improvement.
• Consent (Art. 6(1)(a)): For optional features like cloud-based AI processing and marketing communications. You may withdraw consent at any time.

6. Data Sharing & Third Parties

We do not sell your personal data. We share data only with:

• Secure Database Providers: Database hosting and authentication (EU-based infrastructure).
• Google Analytics 4: Aggregate site usage statistics (only with your explicit consent).
• Google AdSense: When advertising is approved and enabled, Google and participating advertising partners may process device, browser, network, consent, and interaction data to deliver and measure ads. Personalized advertising is subject to your regional consent choices.
• Cloud AI Providers: Selected industry-leading analysis partners for advanced garment recognition, subject to their data processing agreements.
• Law Enforcement: Only when required by applicable law or valid court order.

7. Data Retention

Waitlist data is retained until you request removal or the waitlist period concludes. Account and closet data are retained for the duration of your account. Upon account deletion, all personal data is permanently erased within 30 days. Anonymized, aggregated analytics data may be retained indefinitely.

8. Your Rights

Under GDPR and applicable law, you have the right to:

• Access your personal data.
• Rectify inaccurate data.
• Erase your data ("right to be forgotten").
• Restrict or object to processing.
• Data portability receive your data in a machine-readable format.
• Withdraw consent at any time without affecting prior processing.
• Lodge a complaint with the Dutch Data Protection Authority (Autoriteit Persoonsgegevens).

To exercise these rights, contact us at privacy@wornwellai.com.

9. Data Security

We implement industry-standard security measures including comprehensive encryption in transit and at rest, secure data access controls, and rate limiting on all public endpoints. We conduct regular security audits and never store raw passwords or unencrypted sensitive credentials.

10. International Transfers

Your data is primarily processed within the European Economic Area. Where transfers outside the EEA occur (e.g., cloud AI processing), we ensure adequate safeguards are in place, including Standard Contractual Clauses (SCCs) approved by the European Commission.

11. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of material changes via email or in-app notification. Continued use of the Service after changes take effect constitutes your acceptance of the revised policy.

12. Contact us

If you have questions about your data or this policy, please reach out at privacy@wornwellai.com or via our contact page.

WornWell AI · Amsterdam, Netherlands