Privacy policy

Last updated: 19 October 2026

This policy explains what FERAL collects when you visit feralclo.com, buy from us, use your shop account and your FERAL CARD, join our emails, or contact us. It covers why we collect it, who receives it, how long we keep it and what you can ask us to do. The FERAL app has its own notice at feralclo.com/pages/app-privacy.

who we are

FERAL and FERAL CLOTHING are trading names of Artisan Deli Market Limited, a private limited company registered with Companies House under number 13546629. Its registered office is Preston Park House, South Road, Brighton, East Sussex, BN1 6SB, United Kingdom, and its trading address is Unit 4, Westwood Business Centre, Ditchling Common, Hassocks, BN6 8SG, United Kingdom. Our VAT number is GB388376929.

Artisan Deli Market Limited is the controller of the personal information described in this policy. For anything about your information, or to use any of your rights, email hey@feralclo.com or write to us at the trading address.

the short version

  • We collect what we need to sell to you, deliver your order and look after you afterwards.
  • Analytics and advertising tools run only if you accept them in our cookie banner.
  • Everyone who buys from us gets a FERAL CARD automatically. It works out your level and your money back from your orders. Its profile questions are optional.
  • FERAL CARD emails go only to people subscribed to our emails, and you can stop them at any time.
  • Email hey@feralclo.com for a copy of your information, a correction, or deletion. We reply within one month.

what we collect and why

when you browse

Shopify hosts our shop, so like any website it receives your IP address, browser and device details, and the pages you request. Essential cookies keep your bag, currency and country working (see cookies, below).

If you accept analytics cookies, we also record the pages and products you view, what you add to your bag and your checkout steps. We also record how you arrived: campaign labels in the link (such as utm_source) and ad click references from Meta, Google, Microsoft and TikTok (fbclid, gclid, msclkid, ttclid). A random visitor reference in the _feral_uid cookie links your visits together. If you are signed in, or you have given us your email address on the site, we link that activity to your email address. This goes to FERAL's own tracking service at events.feralclo.com. Shopify's analytics, Google Analytics and Microsoft Clarity also run.

If you accept marketing cookies, the advertising tools listed under who receives it also run.

when you buy

To take and deliver your order, we and Shopify receive your name, email address, delivery and billing addresses, your phone number where you give it, what you bought and how you paid. Card details are handled by the payment provider and we never see your full card number. If you pay with PayPal, Klarna, Amazon Pay, Shop Pay, Apple Pay or Google Pay, that provider also receives your payment details and handles them under its own privacy policy. Shopify and the payment providers screen payments automatically to prevent fraud.

your shop account

Your shop account is run by Shopify. You sign in with your email address and Shopify emails you a one-time code; there is no FERAL password. The account holds your addresses, your orders, your FERAL CARD and any store credit.

our emails

If you sign up to our emails, we keep your email address, the list or alert you asked for (news and drops, a launch you want to hear about, or a restock alert for a product), and when and where you signed up. Our own email platform, SEND IT, sends the emails through Resend, which delivers them from Amazon Web Services in Ireland. We record whether each email was delivered and opened, and whether its links were clicked. Every marketing email has an unsubscribe link.

returns, parcel tracking and support

When you start a return on our returns page, we check the order number and email address you enter against your order. If you send the return, we store the items, your reasons, anything you write and any photos you add, so we can process the return, exchange or refund. This is stored with Supabase in London.

When you track a parcel on our site, the tracking number goes to FERAL's tracking service, which runs on Cloudflare and asks the carrier for the latest scans.

When you email us, we use your message, your contact details, the order it is about and any attachments to help you. Our inbox runs on Google Workspace. AI tools from Anthropic (Claude) and Google (Gemini) help our team prepare, translate and check replies, using the conversation and the order details.

FERAL CARD

FERAL CARD is FERAL's money-back scheme. Everyone who buys from us has one automatically: there is nothing to join. It belongs to your shop account, so you see it by signing in with the email address you order with.

what it uses

  • Your orders. The eligible orders on your shop account, from the website or the app: what you paid for the clothes (not VAT or delivery), refunds, returns, dates and currency. We keep each order's reference, amount and date, not your name, address or payment details. From these we work out your level (GUESTLIST, DANCEFLOOR, FRONT ROW, BACKSTAGE or AFTERS), the money back you have earned, when it lands, and your early-access window.
  • Your card records. Your level and when it changed, the money back you have earned, spent and let run out, and the version of the scheme rules. The money itself is held in your Shopify account as store credit. We also keep your email address in coded (hashed) form, so a FERAL CARD email reaches the right person on our email list.
  • How you found it. If you arrived from a campaign link, we keep only its source, medium and campaign labels. We do not keep the full link, ad click references, referring website or email address from it.
  • Your profile, if you fill it in. On your card page you can tell us your gender (woman, man, non-binary, self-described or prefer not to say), whether you shop womenswear, menswear or unisex, your top and bottom sizes, the kinds of pieces you like, and your country. Every question is optional, and you can change or clear your answers at any time. We do not guess any of these from your name or what you buy.
  • Your choices. Three switches: "Use my answers to pick what you show me" (personalisation), "Email me about early access to drops", and "Email me when money back lands or is about to run out". We keep a record of each change and the wording you saw when you made it.
  • Card page activity, if you accepted analytics cookies. When you view your card, open your profile, complete a profile step, view or click an invitation, open your money-back history or click a FERAL CARD link.

FERAL CARD emails

We send four FERAL CARD emails: when an order counts towards your card, when money back lands, when it is about to run out, and when you reach a new level. They go only to people subscribed to our emails. To stop them, use the unsubscribe link in any of them, or untick "Email me when money back lands or is about to run out" on your card page, which stops all four.

To check whether these emails really help, a random 10% of card holders, picked by a fixed code worked out from their customer number, are held back: they get none of the four emails, and after checkout they see one plain line instead of their card. Everything else is the same for them, including their level and their money back. We compare the two groups only in totals, never person by person.

why we use it

  • To run the scheme: working out your level and money back, giving you early access and showing you your card. Our basis is our contract with you.
  • To send FERAL CARD emails, only if you are subscribed to our emails and have not turned them off, and early-access emails only if you also tick that box. Our basis is your consent.
  • To tailor the emails and products we show you using your profile answers, only if you turn personalisation on. Our basis is your consent.
  • To record card page activity, only if you accepted analytics cookies. Our basis is your consent.
  • To hold back the 10% group and measure whether the emails work, and to let our team look up member records, including profile answers, to run the scheme. Our basis is our legitimate interest in running FERAL CARD well. You can object to this at any time.

where it is kept

The FERAL CARD service runs on FERAL's own server with Hetzner in Germany. Its database is with Supabase in London, and daily backups are kept on the server in Germany. Your level, rate, counted spend and number of counted orders are also saved to your Shopify customer record, so the shop, the checkout's thank-you and order pages, and the app can show your card. FERAL CARD emails are sent through SEND IT and Resend.

how long it is kept

  • Card page activity: deleted after 180 days.
  • Profile save requests, and the records of updates Shopify sends us: deleted after 90 days.
  • Backups: the last 14 are kept, about two weeks.
  • Your card, profile, choices and money-back history: kept while you have a shop account, and erased when you delete it (see below).
  • The store credit in your Shopify account, and your orders, follow the rules under how long we keep it, below.

deleting it

In the FERAL app, sign in and go to You, then Delete my FERAL account. This asks Shopify to delete your shop account, and your card, profile, choices, level and money-back history are erased from the FERAL CARD service 11 days later, once Shopify's 10 days to cancel are over. You can also email hey@feralclo.com and we will delete them for you. Older backups are replaced within about two weeks. After deletion we keep one-way coded references, not your details, so that a late update or an old backup cannot bring your card back.

automatic decisions

Your level and money back are worked out automatically from your orders, and your level decides your money-back rate and how early you can shop new releases. This is profiling. It only adds benefits on top of an ordinary purchase: it never stops you buying, and early-access links are not a checkout restriction. So we do not consider it a decision with legal or similarly significant effects on you. If you think your level or money back is wrong, email hey@feralclo.com and a person will check it.

our legal bases

UK and EU data protection law requires a lawful basis for each use of your information:

  • Our contract with you: orders, payment, delivery, returns, your shop account, FERAL CARD and support with any of them.
  • Your consent: analytics and advertising cookies, our emails (FERAL CARD emails included), FERAL CARD personalisation. You can withdraw consent at any time through Cookie settings at the bottom of any page, the unsubscribe link in any email, or your card page. Withdrawing does not affect what we did before.
  • Our legitimate interests: preventing fraud, keeping our systems secure, running and measuring FERAL CARD, answering questions that are not about an order, and handling complaints and legal claims. You can object to any of these.
  • Legal obligation: accounting and tax records, and lawful requests from authorities.

cookies and similar technologies

We measured the cookies and browser storage below on 19 October 2026 with a fresh browser, before any choice, after Reject all and after Accept all. The first group is always set. The rest are set only after you accept analytics or marketing in our cookie banner. You can change your choice at any time with Cookie settings at the bottom of every page. Withdrawing consent removes FERAL's own tracking cookies and stored data from your browser.

Name Set by What it does Kept for
_shopify_essential Shopify session, checkout and anti-tampering information 1 year
cart Shopify what is in your bag about 3 months
cart_currency Shopify the currency of your bag 14 days
localization Shopify your country and currency 1 year
_shs_state, consentHeader (session storage), shopify:webmcp_adapter_loaded (local storage) Shopify the shop's working state and your cookie choice until you close the tab, or until you clear it
feral_cookie_consent_v1 (local storage) FERAL remembers your cookie choices until you clear it
feral_recent_v2, feral_signup_v1 (local storage) FERAL the products you viewed recently, shown back to you, and how often our sign-up box has been shown; neither leaves your browser until you clear it
_feral_uid FERAL random visitor reference for our own analytics (analytics or marketing) 90 days
feral_acquisition_v2, feral_first_acquisition_v1, feral_tracking_queue_v2, feral_popup-split-… (local storage), feral_popup_sid, feral_popup_attr (session storage) FERAL how you arrived, activity waiting to be sent, and which version of our sign-up box you see (analytics) until consent is withdrawn or you clear it
_shopify_analytics Shopify Shopify's shop analytics (analytics) 1 year
_ga, _ga_5FTCN7489N, _ga_ZLV8E6V8RN Google Google Analytics and Google Merchant Center measurement (analytics) 400 days
_clck, _clsk, _cltk (session storage) Microsoft Clarity, which records how pages are used (taps, clicks, scrolling) so we can replay visits and find what is hard to use; what you type is not recorded (analytics) 1 year, 1 day
_shopify_marketing Shopify Shopify's marketing measurement (marketing) 1 year
_fbp, and _fbc if you arrive from a Meta ad Meta Facebook and Instagram advertising (marketing) 90 days
_gcl_au, and _gcl_ls (local storage) Google Google Ads measurement and remarketing (marketing) 90 days
__oaiq_consent, __obref, oaiq_consent (local storage) OpenAI OpenAI advertising measurement (marketing) 30 days to 1 year

Our cookie banner also tells our own server, with no visitor reference, that it was shown and which choice was made, so we can count choices. With analytics accepted, our own site-health check records how fast each page loaded, errors, and where shoppers got stuck (such as tapping a sold-out size), with no cookie and no visitor reference.

Other companies' services, such as Shop Pay, Google, Meta and payment providers, can set cookies on their own domains under their own policies.

who receives it

We share information only with the services that run our shop and business for us, each for the purposes above:

  • Shopify: the shop, checkout, payments, shop accounts, the store credit FERAL CARD pays out, and Shopify's shop analytics. Shopify processes data in Canada, the United States and other countries.
  • Payment providers you choose: PayPal, Klarna, Amazon Pay, Shop Pay, Apple Pay and Google Pay.
  • Vercel (United States): runs FERAL's servers for our website tracking, email sign-ups, and the order and customer updates Shopify sends to our email platform.
  • Supabase (London): stores our email list, website activity, consent records, the customer and order records our emails use, returns, and the FERAL CARD database.
  • Hetzner (Germany): hosts FERAL's own servers, including FERAL CARD and SEND IT.
  • Resend (United States), through Amazon Web Services in Ireland: delivers our emails, FERAL CARD emails included.
  • Cloudflare: runs our parcel tracking service on its worldwide network.
  • Google: our support inbox (Google Workspace) and Gemini for support replies; and, only with your consent, Google Analytics, Google Ads and Google Merchant Center. Our pages also load fonts from Google, which sees your IP address.
  • Microsoft (United States): only if you accept analytics cookies, Clarity records how our pages are used, without what you type, so we can replay visits and fix what is hard to use.
  • Meta: only if you accept marketing cookies. The Meta pixel records your visit and shopping activity and, if we know them, your customer reference and email address. When you buy, our server also sends Meta the purchase with your email, phone number, name and address in hashed form, and your IP address and browser details, so Meta can match it to its users and measure our Facebook and Instagram ads. Hashing hides the raw details but does not make them anonymous. Meta handles this under its own policy at facebook.com/privacy/policy.
  • OpenAI (United States): only if you accept marketing cookies, OpenAI's advertising pixel records visits and purchases so we can measure our ads on OpenAI's services.
  • Anthropic (United States): Claude, to help prepare support replies.
  • Klaviyo (United States): Klaviyo was our email platform until 9 September 2026, when we moved our emails to SEND IT. Since 19 October 2026 nothing on our website loads Klaviyo or sends it anything. The Klaviyo app is still connected to our Shopify store, with access to customer and order records, and Klaviyo keeps the email list from before the move, which we use only to honour unsubscribes from older emails.
  • Gorgias (United States): a helpdesk and chat app connected to our Shopify store, with access to customer and order records. Its script loads on our website.
  • Other apps connected to our Shopify store: Shiptheory and Parcel2Go (shipping), Gift Card Pro (gift cards), SalesVAT Reports and a VAT calculation app (tax), Klarna On-Site Messaging (payment messages), BF Size Charts (size guides), Shopify Collabs (a Shopify service for working with creators), and our TikTok and Google & YouTube sales channels. Each receives the order or customer details its service needs.
  • Our warehouse and delivery carriers, including Royal Mail, receive the contact, address, order and parcel details needed to deliver your order.

We may also disclose information when the law requires it, or to protect our legal rights.

international transfers

Some of these services are outside the UK, including in the European Economic Area, the United States and Canada. When information leaves the UK, we rely on the safeguards UK law provides, such as UK adequacy regulations, including the UK–US data bridge for certified US companies, or the UK International Data Transfer Agreement or Addendum. If you are in the European Union, your information comes to us in the UK under the European Commission's adequacy decision for the UK. Email us for details of the safeguard used for a particular service.

how long we keep it

  • Orders, payments and store credit: as long as accounting and tax law require.
  • Your shop account: until you ask us to delete it. Shopify then deletes it within about 10 days if you have not ordered in the last six months; otherwise the details on your orders are kept until six months after your most recent order, for refunds, returns and tax.
  • Our emails: until you unsubscribe. We then keep your email address on a do-not-email list so you are not emailed again.
  • Website activity: as long as we need it to measure and improve our shop and advertising, or until you ask us to delete it.
  • Support conversations and returns: until resolved, then as long as we need them for complaints, legal claims and our records.
  • FERAL CARD: see how long it is kept, above.

your rights

Under UK data protection law, and the EU GDPR if you are in the European Union, you can ask us to:

  • give you a copy of your information
  • correct it
  • delete it
  • limit what we do with it
  • give you the information you gave us in a portable format

You can also object to our use of it, and you can object to direct marketing at any time. Where we rely on consent, you can withdraw it at any time. You have the right not to be subject to a decision based solely on automated processing that has legal or similarly significant effects on you.

Email hey@feralclo.com. We may ask you to confirm who you are, and we reply within one month.

If you are unhappy with how we handle your information, tell us first so we can put it right. You can also complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113, or, if you are in the European Union, to the data protection authority where you live.

children

Our shop is not aimed at children under 16. If you think a child has given us information, email hey@feralclo.com and we will look into it.

security

We protect information with encryption in transit, access controls and restricted credentials. No system is perfectly secure.

changes to this policy

We update this page, and the date at the top, when what we do with your information changes. If we want to use your information for a new optional purpose, we will ask you first.