Privacy policy

Privacy Policy – Pureclo

Status: 15 July 2025

1. Controller Information

The controller within the meaning of the General Data Protection Regulation (GDPR) and other applicable data protection laws is:

Pureclo
48 Leicester Square
London WC2H 7LU
United Kingdom
Email: support@pureclo.com
Website: www.pureclo.com

2. Contacting the Data Protection Officer (DPO)

If you have any questions about the processing of your personal data or wish to exercise your rights under the GDPR, please contact our Data Protection Officer:

DataCo GmbH
Nymphenburger Str. 86
80636 Munich, Germany
Phone: +49 89 7400 45840
Website: www.dataguard.de

3. General Information on Data Processing

We only collect, use or share your personal data where we have a legal basis to do so under the GDPR. These include:

  • Consent (Art. 6(1)(a) GDPR) – You have given explicit permission.
  • Contract (Art. 6(1)(b) GDPR) – To fulfill our contractual obligations to you.
  • Legal obligation (Art. 6(1)(c) GDPR) – To comply with the law.
  • Vital interests (Art. 6(1)(d) GDPR) – To protect someone’s life or safety.
  • Public task (Art. 6(1)(e) GDPR) – For official public duties.
  • Legitimate interests (Art. 6(1)(f) GDPR) – For business purposes that do not override your rights.

If you choose not to provide necessary data (e.g. for purchases), we may not be able to offer you our services.

4. Your Rights Under the GDPR

As a data subject, you have the following rights:

  • Right to access (Art. 15 GDPR) – Information about the personal data we process.
  • Right to rectification (Art. 16 GDPR) – Correction of inaccurate or incomplete data.
  • Right to erasure (Art. 17 GDPR) – Deletion of your data in certain cases.
  • Right to restrict processing (Art. 18 GDPR) – Under specific conditions.
  • Right to data portability (Art. 20 GDPR) – Receive your data in a structured format.
  • Right to object (Art. 21 GDPR) – To processing based on legitimate interest or for direct marketing.
  • Right to withdraw consent – If processing is based on your consent, you can withdraw it anytime.
  • Right to lodge a complaint – With a supervisory authority in your country or in the UK.

To exercise these rights, please contact us at: support@pureclo.com

5. Use of Cookies and Tracking Technologies

When you visit our website, we use cookies and similar technologies to improve functionality, provide essential features, and analyze user behavior. Cookies are small text files stored on your device via your browser.

You can choose which categories of cookies to allow when you visit our site and manage these settings anytime via our Cookie Settings.

Types of Cookies We Use:

  • Strictly necessary cookies – Required for basic site functionality and security.
  • Performance cookies – Help us understand how visitors interact with the site (e.g. Google Analytics, Hotjar).
  • Marketing cookies – Used to display personalized ads (e.g. Facebook Pixel, TikTok Pixel, Google Ads).
  • Functional cookies – Enable enhanced features like language preferences, login session tracking, and size recommendations (e.g. EasySize, Zendesk).

Cookie Consent Legal Basis:

The use of non-essential cookies is based on your explicit consent according to Art. 6(1)(a) GDPR and §25 TTDSG. You can withdraw consent at any time via your browser or our cookie preferences.

Examples of Cookies and Tools Used:

  • Google Analytics (_ga, _gid) – Website usage analysis
  • Meta Pixel (_fbp) – Advertising performance tracking
  • Klaviyo (__kla_id) – Email marketing behavior
  • Hotjar (_hjSessionUser_*) – Session heatmaps and recordings
  • Shopify (_shopify_s, _shopify_y) – Checkout and cart functionality
  • TikTok (_ttp, _tt_enable_cookie) – Retargeting ads
  • Zendesk (__zlcmid) – Customer support chat widget

These tools may transfer data to countries outside the UK/EU. When this occurs, we rely on Standard Contractual Clauses (SCCs) or ensure data is transferred under the EU-U.S. Data Privacy Framework.

6. Account Registration & Order Processing

Registration and Guest Checkout

You can place orders on our website either by creating a customer account or by using the guest checkout. When registering, we collect the following personal data:

  • First and last name
  • Email address
  • Shipping and billing address
  • Phone number (optional)
  • Order history and payment method
  • Date and time of registration

We process this data to fulfill our contractual obligations and to provide you with access to your order history and customer services.

Legal Basis

The processing is based on Art. 6(1)(b) GDPR – performance of a contract, and Art. 6(1)(f) GDPR – our legitimate interest in providing secure and efficient services.

Order Fulfillment and Logistics

When you place an order, we share necessary data with logistics partners to ensure delivery:

  • Recipient name and address
  • Email address (for shipping notifications)

Depending on the destination, your data may be shared with carriers such as:

  • Evri (UK and US)
  • DHL, FedEx, DPD, UPS (EU and international orders)

Duration of Storage

We retain your personal data for as long as necessary to fulfill contractual obligations, comply with legal retention periods (e.g., tax laws), and handle returns or warranty claims.

Revocation and Deletion

You may request deletion of your account and associated personal data at any time by contacting us at support@pureclo.com, unless legal retention obligations apply.

7. Payment Methods & Third-Party Processors

To process your order, we offer various payment methods. Depending on the option you choose, your personal data may be transmitted to external payment service providers.

Payment Providers Used:

Depending on the provider, the following data may be processed:

  • Name and contact details
  • Billing and shipping address
  • Payment method and details (e.g. card number, expiration date, IBAN)
  • Transaction ID and purchase amount
  • Device and browser information

Purpose and Legal Basis

The processing of your payment information is necessary to fulfill our contract with you (Art. 6(1)(b) GDPR). In some cases, we may rely on Art. 6(1)(f) GDPR for fraud prevention or risk analysis.

Data Storage and Retention

Payment data is retained for accounting and compliance purposes for up to 10 years. It is deleted earlier if no longer needed and not required by law.

Revocation

You can object to the processing of your data by contacting the respective payment provider. Please note, however, that this may affect your ability to use certain payment options on our website.

8. Newsletter & Email Contact

Newsletter Subscription

You have the option to subscribe to our free newsletter. When you sign up, we collect the following data:

  • Email address
  • Date and time of subscription

We use this information exclusively to send you our newsletter and special offers. No data is passed to third parties for advertising purposes without your consent.

Legal Basis

Newsletter processing is based on your explicit consent under Art. 6(1)(a) GDPR. You may unsubscribe at any time via the link in any email or by contacting us at support@pureclo.com.

Duration of Storage

Your email address will be stored until you unsubscribe from the newsletter. All related data will be deleted within 7 days after unsubscription.

Email Contact

If you contact us via email, we will store and process your personal data (e.g. name, email address, message content) to respond to your inquiry.

Legal Basis

This processing is based on Art. 6(1)(f) GDPR (legitimate interest in customer service). If the inquiry leads to a contract, Art. 6(1)(b) GDPR applies.

Retention & Deletion

We delete email communications once the purpose has been fulfilled and no legal obligations apply. Additional metadata from transmission (e.g. IP address, headers) is deleted after 7 days.

Right to Object

You can object to email data processing at any time by contacting us at support@pureclo.com. In such cases, we may be unable to respond further.

9. Third-Party Services & Tools

To operate our online store and marketing activities, we use various third-party providers who may process your personal data on our behalf or as independent controllers. These services are integrated to improve user experience, enable analytics, advertising, communication, and personalization.

Platform & Hosting

  • Shopify (Shopify International Ltd, 1-2 Haddington Road, Dublin D04 XN32, Ireland)
    Our store runs on Shopify’s infrastructure. Shopify processes data related to orders, checkout, payments, analytics, and customer accounts.
    Privacy Policy

Analytics & Optimization

  • Google Analytics 4 (Google Ireland Ltd)
    Tracks user behavior and performance across our site using pseudonymized data.
    Privacy Policy
  • Hotjar (Hotjar Ltd, Malta)
    Records heatmaps and session replays to help us improve UX.
    Privacy Policy

Advertising & Marketing

  • Meta (Facebook/Instagram) (Meta Platforms Ireland Ltd)
    We use Facebook Pixel for remarketing and conversion tracking.
    Privacy Policy
  • TikTok Pixel (TikTok Technology Ltd)
    Used for advertising performance and retargeting.
    Privacy Policy
  • Google Ads (Google Ireland Ltd)
    Used for targeted advertising and remarketing.
    Privacy Policy

Email Marketing & CRM

  • Klaviyo
    Used for email automation, behavior-based campaigns, and cart recovery.
    Privacy Policy

Customer Support

  • Zendesk
    Enables chat, support tickets, and helpdesk features.
    Privacy Policy

Product Experience

  • EasySize
    Offers personalized size recommendations based on user input.
    Privacy Policy

Legal Basis for Processing

These third-party tools are used based on either:

  • Consent (Art. 6(1)(a) GDPR) – for marketing and analytics cookies.
  • Contractual necessity (Art. 6(1)(b) GDPR) – for checkout and payment integrations.
  • Legitimate interests (Art. 6(1)(f) GDPR) – for platform stability, performance, fraud prevention.

International Data Transfers

When data is transferred outside the UK/EU, we rely on:

  • EU-U.S. Data Privacy Framework (where applicable)
  • Standard Contractual Clauses (SCCs)
  • Appropriate safeguards as required by Art. 46 GDPR

10. Data Retention & Your Rights

Data Retention

We store your personal data only as long as necessary to fulfill the purposes outlined in this policy or as required by law (e.g. tax or commercial retention periods). After these periods, your data will be securely deleted.

Your Rights under the GDPR

As a data subject, you have the following rights:

  • Right of access (Art. 15 GDPR)
  • Right to rectification (Art. 16 GDPR)
  • Right to erasure / right to be forgotten (Art. 17 GDPR)
  • Right to restriction of processing (Art. 18 GDPR)
  • Right to data portability (Art. 20 GDPR)
  • Right to object to processing (Art. 21 GDPR)
  • Right to withdraw consent at any time (Art. 7(3) GDPR)
  • Right to lodge a complaint with a supervisory authority (Art. 77 GDPR)

To exercise any of these rights, please contact us at support@pureclo.com.

11. Complaint & Supervisory Authority

If you believe that the processing of your personal data violates data protection law, you have the right to lodge a complaint with the relevant supervisory authority:

Information Commissioner's Office (ICO) – UK Supervisory Authority
Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF, United Kingdom
Website: https://ico.org.uk

12. Final Provisions

This Privacy Policy is subject to updates, especially in case of changes to legal regulations, our services, or the technologies used. The current version is always available on our website.

Last updated: July 2025

UNIQUE PIECES FOR UNIQUE PEOPLE.

PureClo Since 2014

Born in London. Worn Worldwide.

Pureclo was born in the heart of Leicester Square, London where cultures clash, styles evolve, and the streets speak louder than runways.

Founded by outsiders who never fit the mould of traditional fashion, the brand emerged with a clear mission: to bring raw identity into a world flooded with knock-offs and fleeting trends. No fake hype. No following the rules. Pureclo is about real style, raw attitude and unapologetic self-expression.