Privacy policy

WEAR WHAT YOU FEEL – PRIVACY POLICY

Last updated: March 2026

1. Introduction

This Privacy Policy explains how WEAR WHAT YOU FEEL PTY LTD (ABN 37 688 135 097 / ACN 688 135 097) (WWYF, we, us, our) collects, holds, uses, discloses, stores, manages, and otherwise handles personal information when you interact with our website, online store, products, customer support channels, marketing communications, social media channels, promotions, collaborations, community features, and related services (together, Services). This Privacy Policy also explains how we use cookies and similar technologies, how we use information in connection with analytics, profiling, fraud prevention, service improvement, and AI-enabled or other technology-enabled functionality, and how we disclose or process information using third-party service providers in Australia and overseas. By accessing or using the Services, submitting information to us, purchasing products from us, subscribing to our communications, or otherwise interacting with us, you acknowledge that your information may be handled in accordance with this Privacy Policy.

2. Contact details

If you have any questions about this Privacy Policy or how we handle your personal information, you can contact us at:

WEAR WHAT YOU FEEL PTY LTD
32-36 Maddox Street
Alexandria NSW 2015
Australia

Email: letschat@wearwhatyoufeel.com.au

3. What this Privacy Policy covers

This Privacy Policy applies to personal information we collect in connection with the Services, including when you:

  • visit or browse our website;
  • create an account;
  • place an order or attempt to place an order;
  • subscribe to email or SMS marketing;
  • contact us for customer support;
  • submit a return, exchange, refund, warranty, complaint, or fault claim;
  • participate in promotions, giveaways, surveys, campaigns, ambassador or collaboration activity;
  • engage with us via social media, tagged content, messaging, reviews, testimonials, or user-generated content;
  • interact with AI-enabled, automated, or technology-assisted features;
  • otherwise communicate or transact with us.

This Privacy Policy does not necessarily apply to third-party websites, platforms, marketplaces, social media services, payment providers, or other services that may be linked to, integrated with, or used in connection with our Services. Those services may have their own privacy policies and terms.

4. The kinds of personal information we collect

The personal information we collect depends on how you interact with us, but may include:

4.1 Identity and contact information

Your name, username, billing address, shipping address, email address, phone number, social media handle, and other contact details.

4.2 Transaction and order information

Order details, product selections, purchase history, cart contents, payment status, refund history, exchange history, gift card usage, loyalty or promotional participation, and related transaction records.

4.3 Payment information

Limited payment-related information, such as payment method type, transaction identifiers, billing information, payment verification status, and fraud screening data. Full payment card details are generally handled by our payment processors and are not stored by us except to the extent necessary for lawful business purposes.

4.4 Account and profile information

Account credentials, account preferences, saved items, wish lists, profile information, communication preferences, login activity, and account settings.

4.5 Communications and support information

The content of your enquiries, emails, support requests, complaints, feedback, reviews, survey responses, return requests, collaboration enquiries, partnership enquiries, and other communications with us.

4.6 Device, browser, and technical information

IP address, browser type, device type, operating system, language settings, device identifiers, approximate geolocation, referral URLs, log data, connection information, session information, cookie IDs, advertising IDs, and similar technical data.

4.7 Website usage and behavioural information

Browsing activity, search activity, page views, clicks, navigation pathways, time spent on pages, shopping behaviour, abandoned cart activity, conversion activity, interaction history, and other information about how you use the Services.

4.8 Social media and user-generated content

Images, posts, tags, mentions, videos, messages, captions, reviews, testimonials, comments, handles, likenesses, and other content you submit to us, publish about us, or make available in connection with our brand or products.

4.9 AI and technology interaction data

Where you interact with AI-enabled, automated, or technology-assisted features of the Services, we may collect:

  • the content of prompts, queries, requests, uploads, and responses;
  • metadata relating to those interactions, including timestamps, device/browser information, feature usage, and interaction pathways;
  • moderation, fraud, safety, and performance data associated with those interactions; and
  • internal labels, annotations, quality review data, and testing data generated for service delivery, review, validation, quality assurance, security, moderation, or improvement purposes.

4.10 Inferred and derived information

Preferences, likely interests, size or fit tendencies, product affinity, customer segments, engagement patterns, propensity indicators, fraud risk indicators, and other internal analytics or inferences derived from your interactions with us or the Services.

4.11 Sensitive information

We do not generally seek to collect sensitive information from customers. If you voluntarily provide us with sensitive information, including information relating to health or wellbeing, we may handle it where reasonably necessary for the relevant interaction, request, complaint, support process, legal obligation, or other permitted purpose. You should not provide sensitive information unless it is reasonably necessary.

5. How we collect personal information

We may collect personal information:

  • directly from you when you place an order, create an account, contact us, subscribe, submit a return, or otherwise interact with us;
  • automatically through your use of the Services, including through cookies, pixels, analytics tools, session replay tools, logs, and similar technologies;
  • from third parties such as Shopify, payment processors, fraud prevention providers, delivery providers, social media platforms, marketing and advertising partners, analytics providers, customer support tools, technology providers, and service providers supporting our business;
  • from publicly available sources, where lawful and appropriate;
  • from ambassadors, collaborators, affiliates, or other persons acting on your behalf or interacting with you in connection with our Services, where lawful and appropriate.

If you provide us with personal information about another person, you must ensure that you are authorised to do so and that the person has been informed of this Privacy Policy where appropriate.

6. Why we collect, hold, use, and disclose personal information

We may collect, hold, use, and disclose personal information for the following purposes:

6.1 Providing products and services

To operate the Services, process and fulfil orders, arrange shipping, provide order updates, manage returns and refunds, verify transactions, handle customer support, and otherwise provide our products and services.

6.2 Account administration

To create, maintain, secure, and administer customer accounts, manage logins, manage preferences, and provide account-related functionality.

6.3 Payments, fraud prevention, and security

To verify payments, detect and prevent fraud, investigate suspicious activity, manage chargebacks, protect our customers, staff, systems, and service providers, enforce our terms, and preserve the security and integrity of the Services.

6.4 Customer support and communications

To respond to enquiries, manage support requests, resolve complaints, conduct recalls, respond to product fault reports, provide notices, and otherwise communicate with you about your orders, account, products, or interactions with us.

6.5 Marketing and direct marketing

To send marketing communications, promotions, launch announcements, campaign updates, surveys, and brand content by email, SMS, social media, or other electronic means where lawful and with any required consent.

6.6 Analytics, personalisation, and business optimisation

To understand how customers interact with the Services, improve navigation and conversion, personalise content and product recommendations, optimise campaigns, improve customer experience, conduct reporting, and support internal planning and business intelligence.

6.7 AI, automation, technology development, and improvement

Where permitted by law, we may collect, hold, use, and disclose personal information and related data to:

  • develop, operate, provide, maintain, and improve AI-enabled, automated, algorithmic, predictive, recommendation, search, fraud detection, moderation, customer support, translation, analytics, personalisation, and other technology-enabled features, systems, and workflows used in connection with our business or the Services;
  • test, validate, monitor, tune, fine-tune, evaluate, quality assure, secure, and improve our products, Services, internal tools, operational processes, and technology systems;
  • generate insights, reporting, models, patterns, trends, forecasts, and business intelligence;
  • support data analysis, internal research, benchmarking, model evaluation, service improvement, systems training, and technology development;
  • enable our service providers, contractors, and technology partners to assist us with the matters described above, subject to privacy, confidentiality, security, and other safeguards we consider appropriate.

6.8 De-identified, aggregated, pseudonymised, and derived data

Where lawful and appropriate, we may create and use de-identified, aggregated, statistical, pseudonymised, inferred, synthetic, transformed, and other derived data from personal information and other data we collect. We may use, disclose, analyse, commercialise, licence, share, retain, and otherwise exploit such data and related insights, analytics, outputs, models, patterns, learnings, and datasets for product development, technology development, AI and machine learning development and improvement, testing, validation, benchmarking, research, fraud prevention, security, marketing analytics, service optimisation, and other legitimate business purposes, provided that such data does not identify you where required by law.

6.9 Legal and compliance purposes

To comply with law, regulation, court order, regulatory guidance, industry rules, product safety requirements, sanctions and export compliance requirements, tax and accounting obligations, and to establish, exercise, or defend legal rights.

6.10 Corporate and commercial purposes

To conduct audits, business planning, finance, accounting, transaction support, restructuring, corporate transactions, due diligence, insurance, record management, and related business administration. We may also collect, hold, use, and disclose personal information for other purposes that are related to the above purposes, within your reasonable expectations, authorised by law, or otherwise consented to by you.

7. Direct marketing

We may send you marketing and promotional communications about our products, launches, offers, events, collaborations, campaigns, surveys, and brand news by email, SMS, and other electronic means where permitted by law. We may rely on your consent, your reasonable expectations, or another lawful basis permitted by applicable law. You may opt out of receiving marketing communications at any time by using the unsubscribe facility in the message or by contacting us using the details in this Privacy Policy. If you unsubscribe, we will continue to send non-marketing communications where necessary, including communications about your orders, account, returns, product safety, legal notices, or other service-related matters.

8. Cookies, analytics, advertising technologies, and online identifiers

We use cookies, pixels, tags, SDKs, local storage, log files, analytics tools, session replay tools, and similar technologies to operate, secure, analyse, personalise, and improve the Services, and to support marketing and advertising activities where permitted by law. These technologies may be used to:

  • remember your preferences, session information, and cart contents;
  • support log-in, account, checkout, fulfilment, and fraud prevention functions;
  • understand how users navigate and interact with the Services, including clicks, browsing patterns, feature usage, abandoned carts, and conversion pathways;
  • personalise content, product recommendations, offers, and communications;
  • measure campaign effectiveness, perform attribution, build custom audiences, perform audience matching, and deliver more relevant advertising on third-party platforms;
  • support internal reporting, analytics, business optimisation, service development, and technology improvement.

Information collected through these technologies may include browser and device information, website activity, online identifiers, referral sources, interaction history, and advertising-related information. Some of these technologies may be operated by third-party providers. You can control cookies and similar technologies through your browser, device, or consent settings where available. Disabling some technologies may affect the functionality, performance, personalisation, or availability of parts of the Services.

9. AI tools, automated functionality, and technology-enabled processing

The Services may include AI-enabled, automated, or technology-assisted features, including chat support, search assistance, product recommendations, translation, moderation, fraud detection, segmentation, analytics, and other functionality. We may collect, hold, use, disclose, review, analyse, label, test, and otherwise process information associated with those features, including prompts, inputs, outputs, metadata, feedback, and interaction data, for purposes including:

  • providing and supporting the relevant feature or service;
  • customer support, quality assurance, moderation, fraud prevention, abuse detection, and safety;
  • testing, validation, tuning, evaluation, improvement, and development of our Services, systems, and internal tools;
  • generating insights, analytics, reporting, and performance metrics; and
  • developing, improving, and operating technology, automation, and AI-enabled solutions used by us or on our behalf in connection with our business.

Where lawful and appropriate, we may also use de-identified, aggregated, pseudonymised, transformed, inferred, or derived data generated from these activities for research, benchmarking, service improvement, model evaluation, technology development, and other legitimate business purposes. We may use third-party technology providers, software tools, infrastructure providers, and service providers to support these activities, including providers located outside Australia.

10. Disclosure of personal information

We may disclose personal information to:

  • Shopify and other ecommerce infrastructure providers;
  • payment processors and fraud prevention providers;
  • shipping, logistics, warehousing, and fulfilment providers;
  • cloud hosting, IT, cybersecurity, analytics, AI, customer support, communications, marketing, advertising, social media, and other technology providers;
  • professional advisers such as lawyers, accountants, auditors, consultants, insurers, and financiers;
  • regulatory bodies, government agencies, courts, tribunals, law enforcement bodies, and dispute resolution bodies;
  • our related entities, contractors, agents, service providers, and business partners;
  • any person authorised by you;
  • any person or entity as part of a proposed or actual business sale, restructure, financing, merger, acquisition, or other corporate transaction;
  • other third parties where disclosure is required or authorised by law or is otherwise permitted under this Privacy Policy.

11. Overseas disclosure and offshore processing

Some of our service providers, platforms, technology vendors, cloud providers, analytics providers, advertising partners, and related support providers are located outside Australia or store or process data outside Australia. As a result, personal information may be disclosed to, stored by, processed by, or made accessible to overseas recipients in jurisdictions outside Australia in connection with the purposes described in this Privacy Policy. Where we disclose personal information to overseas recipients, we will take such steps as are reasonable in the circumstances to ensure that the recipient handles the information in a manner consistent with applicable privacy law, unless an exception applies. Depending on the circumstances, Australian privacy law may treat us as accountable for certain acts or practices of overseas recipients in relation to that information. Overseas jurisdictions may include the United States, Canada, the United Kingdom, the European Union, Singapore, and other countries in which our service providers or their infrastructure operate from time to time.

12. Product safety, recalls, and legal claims

We may use and disclose personal information where reasonably necessary to investigate product issues, manage recalls, respond to safety concerns, assess fault claims, manage disputes, investigate abuse or fraud, or establish, exercise, or defend legal rights.

13. How we store and protect personal information

We take reasonable steps to protect personal information from misuse, interference, loss, unauthorised access, modification, or disclosure. Those steps may include technical, contractual, physical, and organisational safeguards such as access controls, password protection, encryption, logging, network protections, staff confidentiality obligations, and provider due diligence. However, no data transmission or storage system can be guaranteed to be completely secure. You provide information to us at your own risk to the extent permitted by law.

14. Retention of personal information

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, or as otherwise required or permitted by law. We may retain information for longer where reasonably required for fraud prevention, chargeback management, legal claims, dispute resolution, tax and accounting compliance, platform compliance, enforcement of our terms, record-keeping, product safety, or protection of our legitimate business interests. When personal information is no longer reasonably required, we will take reasonable steps to destroy it or de-identify it, unless we are required or authorised by law to retain it.

15. Access and correction

You may request access to the personal information we hold about you, and you may request correction of personal information that is inaccurate, out of date, incomplete, irrelevant, or misleading. We may need to verify your identity before responding to a request. In some circumstances, the law permits us to refuse access or correction, including where the request is unreasonable, would prejudice legal proceedings, would unreasonably affect the privacy of others, or another lawful ground applies. If we refuse your request, we will provide reasons where required by law.

16. Anonymity and pseudonymity

Where lawful and practicable, you may have the option of interacting with us anonymously or using a pseudonym. However, in many cases, this will not be practicable if you wish to place an order, receive products, request support, submit a return, receive a refund, or otherwise use core ecommerce features.

17. Third-party websites and services

The Services may contain links to third-party websites, platforms, plug-ins, payment services, social media services, or other services not operated by us. We are not responsible for the privacy practices of those third parties. You should review their privacy policies separately.

18. Children

Our Services are not directed to children as a primary audience. We do not knowingly collect personal information from children in a manner prohibited by law. If you believe that a child has provided us with personal information improperly, please contact us and we will take reasonable steps to address the issue.

19. Complaints

If you believe we have mishandled your personal information or breached applicable privacy law, you may contact us using the details in section 2. Please provide sufficient detail for us to investigate your complaint. We may request additional information from you to verify your identity or clarify the complaint. We will acknowledge and investigate privacy complaints within a reasonable time and seek to respond substantively within a reasonable period. If you are not satisfied with our response, you may lodge a complaint with the Office of the Australian Information Commissioner (OAIC).

20. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our business practices, technology, legal requirements, products, services, or risk settings. The updated version will be published on our website with the updated effective date. Your continued use of the Services after an updated Privacy Policy takes effect constitutes acknowledgement of the updated Privacy Policy.

21. Additional notes on AI, improvement, and business use of data

Without limiting the other provisions of this Privacy Policy, you acknowledge that WWYF may use personal information, interaction data, transaction data, website activity data, communications, and related information, where permitted by law, for internal business optimisation, analytics, fraud prevention, service improvement, AI-enabled functionality, technology testing, model evaluation, internal research, operational development, and related legitimate business purposes. You also acknowledge that WWYF may generate and use de-identified, aggregated, pseudonymised, synthetic, transformed, inferred, and other derived data from such information for broader product, technology, automation, analytics, benchmarking, security, fraud, and machine learning improvement purposes, provided that such use is carried out in accordance with applicable law.