Privacy Policy
SecondForm Ltd (hung.up). Last updated: 28 September 2026
Your data, explained
How we collect, use, share and protect your personal data when you use hung.up.
1. Who we are
This Privacy Policy explains how SecondForm Ltd (“we”, “us”, “our”) collects, uses, shares and protects your personal data when you use the hung.up mobile application (the “App”) and our related services. Those services are AI garment design, Tech Packs, and Alteration Services (together, the “Services”).
We are the controller of your personal data. We are a company registered in England and Wales, company number 16607024.
Address: 43 High Street, Marlow, England, SL7 1BA
Email: ximena.meza@secondformco.com
Phone: +44 07397 271125
This policy should be read together with our Terms and Conditions.
2. Personal data we collect
Data you give us:
Account details: your name, email address, username and password, and your phone number if you provide one.
Design inputs: images of your garments, text prompts, style choices (such as archetype and sentiment level), and details of any existing damage to your garment.
Order and delivery details: billing and shipping addresses, and your order history.
Payment details: these are processed securely by our third-party payment processors. We do not store your full card or bank details.
Communications: messages, support requests, cancellation requests and feedback you send us.
Marketing preferences: whether you have agreed to receive marketing from us.
Data we collect automatically:
Device and usage data: device type, operating system, app version, IP address, crash logs, and how you use the App.
AI outputs: the designs, images and Tech Packs generated for you.
Data from third parties:
From app stores and payment processors: confirmation of payments and subscriptions.
From couriers: delivery status updates.
If you give us someone else’s personal data, you must have the right to share it with us, for example that person’s consent.
3. How we use your personal data and our legal basis
Purpose
Legal basis (UK GDPR)
Creating and managing your Account
Contract
Generating AI designs and Tech Packs
Contract
Providing Alteration Services, including sharing garment and order details with our seamstresses
Contract
Processing payments, refunds and cancellations
Contract; legal obligation
Arranging shipping, prepaid labels and returns
Contract
Customer support and service communications
Contract; legitimate interests
Diagnosing problems, fixing bugs and running analytics
Legitimate interests (keeping the Services working)
Improving, developing and protecting the Services
Legitimate interests
Sending you marketing
Consent, or legitimate interests where the law allows. You can opt out at any time
Preventing fraud and misuse, and enforcing our Terms
Legitimate interests; legal obligation
Meeting legal, tax, accounting and regulatory requirements
Legal obligation
AI processing: We use your design inputs only to generate your designs and provide the Services. We do not use your uploaded images or prompts to train AI models without your consent.
4. Who we share your personal data with
We share personal data only when we need to:
Seamstresses in our network, to carry out Alteration Services.
Service providers, such as IT and hosting providers, AI model providers, analytics, customer support tools and admin services.
Payment processors, to take payments. Their own terms may also apply.
Couriers and shipping providers, to deliver and return garments.
Apple and Google, as app store providers, where relevant.
Our related companies and professional advisers, such as lawyers, accountants and insurers.
Legal or regulatory authorities, where the law requires it.
A buyer or successor, if our business is sold or restructured.
We do not sell your personal data.
5. International transfers
Some of our service providers may process your data outside the UK. When that happens, we make sure it is protected by appropriate safeguards. These include a UK adequacy decision, or the UK International Data Transfer Agreement or Addendum. Contact us if you want more information.
6. How long we keep your data
We keep personal data only for as long as we need it for the purposes in this policy:
Account data: while your Account is open, and for up to 12 months after you close it.
Order, payment and transaction records: up to 6 years, for tax and accounting purposes.
Design inputs and outputs: up to 12 months after your order is complete, unless you ask us to delete them sooner.
Marketing data: until you unsubscribe.
When we no longer need your data, we delete it or anonymise it.
7. Anonymised data
We may create anonymised, aggregated statistics from your data and your use of the Services. We may use these to improve the Services, develop new products and identify trends, and we may publish them. Anonymised data cannot identify you, and we never use sample sizes small enough to identify individuals.
8. Security
We use appropriate technical and organisational measures to protect your personal data. Data sent over the internet passes through several networks, so no transmission is completely secure. You are responsible for keeping your login details confidential. Tell us straight away if you suspect anyone has accessed your Account without permission.
9. Cookies and similar technologies
The App and our website may use cookies, software development kits (SDKs) or similar technologies. We use them for essential functions and to understand how the Services are used (analytics). Where the law requires it, we will ask for your consent before using non-essential technologies.
10. Your rights
Under UK data protection law, you have the right to:
access your personal data
correct inaccurate data
have your data deleted
restrict or object to how we process it, including for direct marketing
data portability
withdraw your consent at any time, where we rely on consent
To use any of these rights, email ximena.meza@secondformco.com. We will respond within one month.
11. Children
You must be 18 or older to use the Services. We do not knowingly collect personal data from anyone under 18.
12. Changes to this policy
We may update this policy from time to time. We will tell you about significant changes through the App or by email.
13. Complaints
If you have any concerns, please contact us first. You also have the right to complain to the UK Information Commissioner’s Office (ICO) at ico.org.uk or on 0303 123 1113.