Wullow (“Wullow”, “we”, “us”) is operated by Jude Austin-Unuajefe and Matthew Opoku, joint data controllers for the personal data described below. This policy explains what we collect, why, and what rights you have over it, under UK GDPR and the Data Protection Act 2018.
What we collect
- Account data — your email address and a hashed password. If you enable two-factor authentication, we also store an encrypted TOTP secret and hashed backup codes.
- Profile data — your ranked style preferences, body measurements, body-shape answers, base sizes, and fit preference, used to rank and build your feed.
- Photos— if you choose to upload a full-body photo, we store it and use it as the base image for the “try it on” feature, which composites outfits onto your photo. Uploading a photo is optional; you can use a generic mannequin instead.
- Studio uploads — photos of your own clothing pieces that you upload to build outfits with. These are private to your account and never shown in the shared catalogue.
- Behavioural data — which outfits and products you view, like, save, click through to buy, or remix, used to personalise your feed.
- A pre-account cookie — before you create an account, we assign a random anonymous identifier (in the
wullow_profile_idcookie) so your onboarding answers and saves carry over once you sign up.
Why we process it, and our lawful basis
We process account and profile data to provide the service you've signed up for (performance of a contract). We process photos and Studio uploads on the basis of your consent, given when you choose to upload them — you can withdraw that consent at any time by deleting them from your account. We process behavioural data on the basis of our legitimate interest in personalising and improving your feed, in a way that doesn't override your own rights and interests.
Who we share it with
We use a small number of processors to run the service:
- Vercel — hosts the app and stores uploaded photos and images (Vercel Blob), and may provide web analytics if enabled.
- Neon — hosts our Postgres database, where your account and profile data is stored.
- FASHN AI — if you upload a photo, it is sent to FASHN AI (based in the United States) to remove the background and generate the try-on composite. This means your photo leaves the UK/EU when the try-on feature is active. We only send FASHN the image itself, never your account or profile data.
We do not sell your personal data. We use Anthropic to help write and enrich catalogue product descriptions, and Serper.dev as a fallback product-image search — neither of these ever receives your personal data.
How long we keep it
- Account and profile data — for as long as your account is active.
- Uploaded photos — for as long as your account is active, or until you delete the photo or your account, whichever is sooner.
- Studio uploads — for as long as your account is active, deleted when your account is deleted.
- Behavioural data (likes, saves, buy-clicks) — for as long as your account is active.
Closing your account deletes all of the above.
Your rights
Under UK GDPR you have the right to access, correct, or delete your personal data, to receive a copy of it in a portable format, to object to or restrict certain processing, and to withdraw consent at any time where we rely on it. To exercise any of these rights, contact us at hello@wullow.com. You also have the right to complain to the UK Information Commissioner's Office (ico.org.uk) if you think we've mishandled your data.
Children
Wullow is not directed at, and is not intended for use by, children under 13.
Contact us
Jude Austin-Unuajefe and Matthew Opoku, SW12 8NW
Email: hello@wullow.com