Pairwise
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Privacy policy
The short version
Your wardrobe never leaves your phone unless you choose to share it. It is stored on your own phone, and optionally in your own Google Drive. Photos are used once to recognise a piece or score an outfit, then discarded. There are no accounts and no ads, we never track you as a person, and we never sell your information. To improve the app we count, anonymously, how often each screen and button is used, plus broad facts like phone type and country — you can switch this off in Settings.
Who we are
Pairwise ("we", "us") is an outfit-matching web app at mypairwise.com, run from the United Kingdom. For anything about your data, email mypairwiseapp@gmail.com.
What stays on your phone
Everything you add to Pairwise — your pieces and their small thumbnails, outfits you log or pin, ratings, settings, sizes, budgets and favourite shops — is saved in your browser's storage on your device. We don't have a copy of it on our servers. If you delete the app's data or clear your browser storage, it's gone unless you've backed it up.
What is sent elsewhere, and why
Some features need to send information to a service to work. Each one only happens when you use that feature.
| Feature | What is sent | Who to |
|---|---|---|
| Google Drive sync (optional) | A copy of your wardrobe data, saved in a private app folder in your Google Drive that only Pairwise can see. | |
| Recognising a piece from a photo | The photo (resized), plus your list of clothing types, colours and brands so it can match your wording. | Our server, then Anthropic (Claude AI) |
| Rating an outfit photo | The photo, the occasion and weather, your age band if set, and a short list of your pieces so it can recognise them. | Our server, then Anthropic (Claude AI) |
| Checking a product link | The shop link you paste, so we can read the product name and image. | Our server, which fetches the page via link-preview services (Microlink, Jina Reader, images.weserv.nl) |
| Weather | Your approximate location (from your phone if you allow it, otherwise estimated from your internet connection). | Open-Meteo (forecast), BigDataCloud (place name) |
| Holiday planner | The destination name you type and the trip dates. | Open-Meteo (place search, forecast and past weather) |
| Notifications (optional) | A notification address for your device, your notification choices and times, whether you've logged an outfit today, how many pieces you haven't worn, and your wardrobe's name. | Our server (stored with Netlify) |
| Calendar nudges (optional) | The private calendar link you paste, and the event titles and dates we read from it to suggest an occasion. | Our server (stored with Netlify) |
| Sending feedback | Your message, an optional name, your wardrobe's name, your device type and the screen you came from. | Netlify Forms, then emailed to us |
| Dressing with someone | A description of your outfit, inside the QR code or link you choose to share. | Only the person you share it with |
Photos sent for recognition or rating are not stored by us. Anthropic processes them to return a result; under its commercial terms, content sent through its API is not used to train its models.
Shops and affiliate links
Pairwise is free to use. To help cover its running costs, some links to shops may be affiliate links. If you follow one and then buy something, the shop pays Pairwise a small commission. You pay the shop's normal price — it costs you nothing extra.
It never affects what we suggest. Buy next chooses pieces using only your wardrobe, the season and your own settings. Shops are listed in the order of your favourites and the ones you search most — never by whether they pay a commission.
Affiliate links may pass through an affiliate network (such as Skimlinks) so the shop can tell the sale came from Pairwise. The shop and the network may use cookies on their own websites to do this, and their privacy policies apply there. We don't send your wardrobe, name or email address to shops or networks — only the search words for the piece you tapped (for example "white fine knit").
Buy next and search open the shop's own website. Once you're there, that shop's privacy policy applies.
What we don't do
- No accounts or sign-up — we don't ask for your name, email or phone number to use the app.
- No advertising and no advertising trackers.
- No tracking of you as a person: no analytics companies, no profiles, no IDs that follow you. See Anonymous usage counts below for the one thing we do count.
- We never sell or rent your information.
Anonymous usage counts
So we can see which features are used and where people get stuck, the app keeps a simple daily tally on your phone — for example "Buy next opened 3 times", "Rate my outfit used once", "an error happened on this screen" — and sends it to us about once a day. These tallies:
- contain no wardrobe contents, photos, names, email addresses or device IDs;
- are added together with everyone else's, so we only ever see totals per day;
- also include a few broad facts, counted the same way: whether the phone is Android or iPhone, whether Pairwise is opened as the installed app or in a browser tab, how you first arrived (for example the welcome page or a style guide), your wardrobe size in bands (under 10, 10 to 50, or over 50 pieces), and your country. The country is worked out by our host from your connection when the tally arrives; we never record your city, exact location or IP address;
- are stored with our host, Netlify, and kept for up to 13 months.
You can switch this off at any time in Settings → Privacy; nothing more is sent from that phone and any tally waiting to be sent is deleted.
How long things are kept
- Your wardrobe: on your phone (and your Drive, if connected) until you delete it.
- Notification and calendar settings: until you turn notifications off.
- Feedback: kept so we can act on it; ask and we'll delete yours.
- Our hosting provider (Netlify) keeps short-term technical logs, such as IP addresses, to run and protect the service.
Your choices and rights
You're in control of nearly everything from inside the app:
- Delete your wardrobe: Wardrobe → Back up & restore → Clear wardrobe.
- Stop Drive sync: Wardrobe → Back up & restore → Disconnect. You can also remove Pairwise's access in your Google Account settings.
- Turn off notifications or calendar nudges: Settings → Notifications → Turn off.
- Location: you can refuse location access and pick the weather yourself.
Under UK data protection law (UK GDPR) you have the right to access, correct or delete personal data we hold about you, and to object to how it's used. Email us and we'll respond within one month. If you're unhappy with our response, you can complain to the Information Commissioner's Office at ico.org.uk.
Children
Pairwise can hold wardrobes for children within a family, set up by a parent. It isn't designed for children to use on their own, and we don't knowingly collect information directly from children.
Changes
If we change how Pairwise handles data, we'll update this page and the date at the top, and mention it in the app's "What's new".