THE SORT | Privacy Policy
Privacy Policy
Last updated: July 2026
1. Who we are
The Sort is a luxury digital wardrobe application operated by The Minimal Sort Ltd, registered in England and Wales under company number 12027277, with its registered office at 5th Floor, 167–169 Great Portland Street, London W1W 5PF, United Kingdom.
The Minimal Sort Ltd is the data controller for the personal data described in this policy.
For any privacy enquiry, please contact us at hello@thesort.app. We will respond within 30 days.
2. Our commitment to privacy
We collect only what we need, use it only for the purpose we state, and never sell it. We do not run advertising. We do not operate a shopping feed. No one pays us to place a garment in front of you. Your wardrobe is yours. Privacy is not an afterthought at The Sort — it is a founding principle.
3. What information we collect
Information you give us:
Account information — your name and email address when you create an account.
Wardrobe photographs — images you upload of your clothing and accessories.
Wardrobe details — category, colour, brand, size, season, fabric, purchase date, store and price, where you choose to provide them.
Wardrobe activity — outfits you create, wear records, plans, packing lists and styling preferences.
Correspondence — anything you send us by email or within the app.
Information collected automatically
Usage data — features used and screens viewed, so we can understand how the app is used and improve it.
Technical data — device type, operating system, app version and general region.
Information we do not collect
We do not collect or store payment card details. Where you purchase a subscription, payment is handled by Google Play, and we never see your card information.
We do not collect precise location data, national identity numbers, financial account information or health data.
4. How we use your information
We use your information to:
create and maintain your account;
store, organise and display your wardrobe;
generate item descriptions and styling suggestions (see Section 5);
calculate cost per wear and wardrobe insights;
process subscription payments;
send you service and account emails;
send you marketing emails about The Sort, where you have consented;
diagnose faults, prevent misuse and keep the service secure; and
improve the app using aggregated, anonymised usage data.
Our lawful basis. For users in the United Kingdom and European Union, we rely on:
Performance of a contract (Article 6(1)(b)) — to provide the app and the features you sign up for, including your account, your wardrobe, styling features and subscription services.
Consent (Article 6(1)(a)) — for marketing emails. You may withdraw consent at any time by unsubscribing or writing to hello@thesort.app. Withdrawal does not affect processing carried out beforehand or your account.
Legitimate interests (Article 6(1)(f)) — to keep the service secure, prevent misuse, and improve the product. We balance these interests against your rights and will stop if you object and your rights prevail.
We do not use your data for advertising or for profiling you for commercial purposes.
5. Artificial intelligence
We want to be direct about this.
The Sort uses artificial intelligence to generate written descriptions of the items you upload and to offer styling suggestions. To provide these features, your wardrobe photographs and item details are transmitted to and processed by third-party AI service providers.
We require all service providers to process data only on our instructions and to maintain appropriate confidentiality and security.
Some of these providers may process data outside the United Kingdom. See Section 7.
AI-generated descriptions and styling suggestions are suggestions only. They are not decisions about you; they produce no legal or similarly significant effect, and no decision concerning you is made solely by automated means. You may edit or delete any AI-generated description, and you may delete any item or photograph from your wardrobe at any time.
6. Who we share your data with
We never sell your personal data. We never share it with any third party for their own marketing or commercial purposes.
We use a small number of service providers who process data on our behalf under agreements that require them to act only on our instructions and to keep your data confidential and secure. They fall into the following categories:
Cloud hosting and storage — to store your account and wardrobe data.
AI service providers — to generate item descriptions and styling suggestions.
Email platform — to send account and marketing emails.
Analytics — to understand how the app is used and diagnose faults.
Google Play Billing — to process subscription payments.
We may also disclose personal data where required by law, a court order, or a regulatory authority, or to establish, exercise, or defend legal claims.
7. International Transfers
We are based in the United Kingdom and serve users internationally. Your data may be processed outside the UK by the service providers described above.
Where data is transferred internationally, we rely on appropriate safeguards, which may include UK International Data Transfer Agreements, the UK Addendum to EU Standard Contractual Clauses, EU Standard Contractual Clauses, or an adequacy decision.
8. How long do we keep your data
We keep your personal data for no longer than is necessary for the purposes described in this policy.
Account and wardrobe data — for as long as your account remains active.
Following a deletion request — we delete your account and wardrobe data promptly, and remove it from our routine backups within a reasonable period thereafter.
Marketing contact data — until you unsubscribe, after which it is removed within 30 days.
Records required for tax and accounting — six years, as required by UK law.
You may delete your account and all associated data at any time by writing to hello@thesort.app. We will confirm once this is done.
9. Your rights
United Kingdom and European Union. You have the right to: access your personal data; have it corrected; have it erased; restrict how we process it; receive it in a portable format; object to processing; and withdraw consent at any time.
You also have the right to complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113, or — if you are in the EU — to your national supervisory authority.
Everywhere else. Wherever you are in the world, you may contact us at hello@thesort.app to access, correct or delete the personal data we hold about you. We will respond within 30 days and will honour the rights granted to you under your applicable local data protection law.
Where your local law gives you rights beyond those described here, this policy does not diminish them.
To exercise any right, write to hello@thesort.app.
10. Cookies
Our website uses only essential cookies necessary for it to function. We do not use advertising cookies or third-party tracking cookies. If this changes, we will update this policy and put a consent mechanism in place first. We will respond within 30 days and will honour any rights granted to you under your applicable local data protection law, even where that law is not specifically named in this policy.
11. Children
The Sort is intended for adults. It is not directed at children under 16, or at children below the applicable minimum age where local law sets a higher threshold. We do not knowingly collect personal data from children.
If you believe we have inadvertently collected data from a child, please contact us at hello@thesort.app and we will delete it promptly.
12. Security
We take reasonable technical and organisational measures to protect your personal data against unauthorised access, loss, destruction or alteration. Data is encrypted in transit.
No method of transmission or storage over the internet is completely secure. In the event of a personal data breach affecting your rights, we will notify you and the Information Commissioner's Office as required by law.
13. Changes to this policy
We may update this policy to reflect changes in our practices or in the law. Any updates will be posted on this page, with the revised date above. If we make a material change affecting how we use your data, we will notify you by email before it takes effect.
14. Contact us
The Minimal Sort Ltd 5th Floor, 167–169 Great Portland Street London W1W 5PF, United Kingdom
If you are in the UK, you also have the right to complain directly to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.