Privacy Policy

Last updated: 13 October 2026

What we collect. When you create an account we collect your email address. When you use Fetch we collect photos you upload (face photo, wardrobe items). We collect face photos to generate your personalised digital avatar; like every upload, a face photo also passes the automatic safety check described under How we use it. Your face photo is drawn from, never matched: Fetch does not use facial recognition, and your photos are never used to identify you or anyone else. These photos are stored securely, never sold, and never used to train AI models. We also collect information regarding outfits you save, events you create, messages and content you share with friends (chats, polls, reactions, borrow requests), and usage data to improve the app. For wardrobe and wish-list items we also record what the item is — brand, category, colour, size, price and similar details — along with when you added it, whether you marked it as bought, and whether you opened a shopping link for it. For outfits, we record which days you plan them for, and we treat a planned day that has passed as one you wore — including how often each item in it gets worn. If you import a receipt or order confirmation, the photo is read once to pull out the wearable items on it — the item, brand, size, price and its currency, retailer and purchase date — and those details are saved with the item, together with the address of the product page its product image came from. The receipt photo itself is not stored: it is sent to an AI image-processing provider to be read and then discarded, and nothing else printed on it, such as a name, address or card number, is kept. If you enable push notifications we also store a device notification token. If you are between 13 and 18, we recommend having a parent or guardian review this policy. Parents who believe their child has uploaded photos without consent should contact us immediately at info@fetchwardrobe.com and we will delete the data within 72 hours.

How we use it. We use your photos to create and personalise your digital avatar and wardrobe. Every photo you upload passes an automatic safety check before it is stored. A photo the check refuses is never added to your account. It is kept for up to 48 hours for processing and to make sure uploads meet Fetch's safety rules, where only an authorised member of the Fetch team can see it, and is then deleted. A photo refused as sexual content involving a minor, or as sexual content on an account under 18 or without a birthday on file, is never kept. Alongside the automatic checks, an authorised member of the Fetch team may look at an uploaded photo or a generated image — to review quality, to investigate a problem you have reported, or to check content that has been flagged. Access is limited to what that task needs. We use product analytics to understand how people use Fetch and improve it. This usage data is linked to your account and username, so it is not anonymous. We do not sell your personal data.

Forwarding an order confirmation. Fetch can build wardrobe items from clothes you have already bought. Every account has its own forwarding address, shown in the app, and you start each import yourself by forwarding an order confirmation to it. Fetch does not connect to your mailbox and never reads your mail in the background — it only ever sees a message you send it. From a forwarded message we keep the item name, brand, price and its currency, size and purchase date, plus a product image taken either from the pictures the retailer put in the email or from the retailer's own public website, together with the name of that retailer and the address of the product page the image came from. We do not keep the message body, subject line, sender, recipient, postal address or payment details; we record only that a message arrived, which account it was for, and how many items came out of it. The message passes through our email provider, which holds it briefly for delivery, and its content is sent to an AI model solely to pull out the fields listed above — processed for that one request, not kept by us, and not used to train any model. No one at Fetch reads it; the path is automated, except where you have given specific consent, where it is necessary for security such as investigating abuse, or where the law requires it. Items created this way are deleted when you delete them, and all of them are deleted when you delete your account.

Shopping links and brands. Some wardrobe and wish-list items may link to a retailer, and Fetch may earn a commission if you buy through one, at no extra cost to you. To make that work we record which items you save, which links you open, and which you mark as bought. The retailer does not receive your name, your email, or your Fetch account. Where a brand's items appear in Fetch, we may tell that brand how its items performed in aggregate — how many people tried one on or saved it — never who did. Across these we do not sell your personal information, we do not use third-party advertising cookies inside Fetch, and we do not hand your account or contact details to a brand, retailer or marketplace.

Aggregate trend insights. Fetch can see what a lot of people own, add, and want, and that picture is useful to the fashion industry. We may publish or license aggregate trend insights built from it — for example, how a category, colour, or brand is growing across Fetch over time. Our legitimate interest is funding and improving Fetch, and we have weighed that against your privacy in setting the limits below. Your account is included by default, and you can opt out at any time in Settings; opting out takes effect for every report produced after that, and you can also object to this processing under Your rights below. Only accounts with a confirmed date of birth of 18 or over are included. If you are under 18, or we do not have a confirmed adult date of birth on file, your data is left out of the dataset entirely — not anonymised and included. The reports carry counts and trends only, never your photos, avatar, username, email, messages, or any item-by-item record of your wardrobe or wish list, and we do not publish a figure drawn from fewer than 100 accounts. Nothing that identifies you leaves Fetch, so this is not a sale of your personal information and the statements above about not selling your personal data still hold. This programme is not running yet. The opt-out is already in Settings under Privacy, so you can switch it off today, before a single report exists.

Finding friends. To help you find friends, Fetch can suggest people you may know based on your existing friend connections — if you and another user share mutual friends, each of you may appear in the other's suggestions, shown as a username, avatar, and the number of mutual friends. These suggestions use only your in-app friend connections: we do not access your phone contacts, and we do not scan anything outside Fetch. You can stop appearing in other people's suggestions at any time in Settings under Privacy. You can also share a personal add link or QR code; it contains your username, and anyone you give it to can open it to send you a friend request.

Who we share it with. We use a small number of service providers to operate Fetch: cloud hosting and database providers, product analytics, AI image-processing providers (to generate your digital wardrobe items and avatar), email delivery, push notification delivery, and — if you donate — a payment provider, which handles your payment details itself and tells us only that a payment was made, how much, and for which account. If you buy something through a shopping link, the retailer involved also receives what it needs to complete that purchase. These providers process your data only to provide their service to us. Under our AI providers' API terms, images sent to their APIs are not used to train their AI models. We do not sell your personal information, and we do not share it with third parties for their own purposes.

Your photos. Your face photos are stored privately and served only through short-lived signed links. Your avatar, wardrobe, and saved outfits are visible to you and your friends on Fetch; if your apartment is set to visible (the default), other Fetch users who visit your apartment can also see your avatar and the outfits you display there. You can turn this off in Settings. Avatar and wardrobe images are delivered through long, unguessable links. To create your avatar and wardrobe items, photos are processed by the providers described above; they are not used to train AI models. We never use your photos to train AI models without your explicit consent.

Analytics and cookies. Fetch uses local storage to remember your session and preferences. Our analytics provider sets first-party cookies and local storage to measure how the app is used, linked to your account. Session recordings let the Fetch team replay screens and interactions to investigate problems and improve the app. Recordings can include visible images and text, taps, scrolling, and text entered into fields; password fields are masked. Signed-out visits may also be recorded. Accounts with no date of birth are not recorded. Accounts under 18 are recorded only after accepting the usage-data consent card. We do not use third-party advertising cookies and we do not sell your data to advertisers.

International data transfers. Fetch and our service providers are based in or process data in the United States. If you use Fetch from the EU, the UK, or elsewhere, your personal data will be transferred to and processed in the US. We rely on our providers' standard contractual clauses and equivalent safeguards for these transfers.

Data retention. We keep your personal data for as long as your account is active. A photo the safety check refused is deleted within 48 hours, or straight away if you delete your account. When you delete your account we delete your photos, avatar, wardrobe, and associated content from our systems. Your doll, and everything Fetch worked out about how clothes sit on it, exists only in your account and is deleted with it — nothing from it is folded into any shared model. A render of a wardrobe item that also serves another user's identical item may remain in use for their item — it shows the item and carries nothing personal. Material we had already made or published before you deleted your account — a social post, an advertisement, a screenshot in an app store — may still run, because published material cannot be recalled and finished material cannot be taken apart and rebuilt; we do not put your images into anything new after you leave. Product analytics records and operational logs may be retained after account deletion, and some providers may retain limited copies for a short period for security and abuse prevention. For example, AI providers may retain API inputs for a limited time (typically up to 30 days) before deletion.

Our legal bases. Where EU or UK data-protection law applies, we rely on: our contract with you, to run Fetch and provide the features described above; your consent, for push notifications and for any use of your photos to train AI models (which we do not do today); and our legitimate interests — keeping Fetch secure, understanding how it is used, and funding it through the aggregate trend insights described above — each weighed against your privacy, with the controls listed in this policy.

Your rights. You can request access to your personal data, correction of inaccurate data, a copy of your data (portability), or deletion of your account and all associated data at any time by contacting us at info@fetchwardrobe.com. You may also object to or ask us to restrict certain processing. We will respond within 30 days. If you are in the EU or UK, you also have the right to lodge a complaint with your local data protection authority.

Children. Fetch is not intended for children under 13, and we do not knowingly collect personal information from them, in line with the US Children's Online Privacy Protection Act (COPPA) and similar laws elsewhere. If the birthday on an account shows its holder is under 13, the account is locked straight away and cannot be used; it can be appealed if the birthday was entered by mistake, and a locked account that is not shown to belong to someone 13 or older is deleted with its data. If you believe a child under 13 has created an account please contact us at info@fetchwardrobe.com.

Changes. We may update this policy. We will notify you of significant changes via email.

Questions? Contact us at info@fetchwardrobe.com