Privacy policy

At FUTURE OF FASHION we are very attentive to the need for appropriate protection and responsible processing of all personal information that we receive, and we give data security and confidentiality high priority. This Privacy Policy sets out clear guidelines for how FUTURE OF FASHION process your personal information and we update our policy on an ongoing basis, in accordance with internal processes and applicable legislation.

FUTURE OF FASHION assures full confidentiality in respect of your personal data. We are responsible for personal data that is submitted via (the ”Website”), and we will only disclose your information to third parties in connection with the service that we deliver to you.

The following is an account of how we use the personal information you leave and/or submit when you visit our Website and when you use the various services on our Website.


Data controller & contact information

The Website is created and owned by:

Viborggade 16
2100, Copenhagen



Collection of Information

FUTURE OF FASHION collects information about you when you actively submit information on, subscribe to the newsletter, place an order, participate in competitions and/or participate in other activities on the Website. You will always be informed in connection with the collection of personal information about you. The personal information that we collect can include, for example, your name, your email address, your private address, your phone number and similar identification data, information about an online purchase and on your navigation on the Website.

We collect your personal information in one (1) or more of the following cases:

  • When you make an online purchase on the Website
  • When you subscribe to FUTURE OF FASHION's newsletter
  • When you create a customer account on the Website
  • When you take part in one of FUTURE OF FASHION's competitions

When submitting information, you will always be informed whether the input is voluntary or a requirement for the implementation of the desired action, such as completing a transaction on the Website.

Even if you use your e-mail address in more than one of the above cases, your details will be only collected and registered in a single location. This allows us to reuse your information when you make a purchase with us, while at the same time ensuring that you do not receive the same marketing material from Future of Fashion more than once.


Subscribing to our newsletter

Entering your details and subscribing to the newsletter means that you are giving FUTURE OF FASHION your consent to collect and process your personal information, for the purpose of sending you our newsletter. Only FUTURE OF FASHION will receive and be able to access to your personal information and you may withdraw your consent at any time by (1) contacting our Customer Service or (2) by following the link in the newsletter.


Creation of our Future of Fashion account

When you create a FUTURE OF FASHION account on the Website, the purpose of collecting your information is to create a FUTURE OF FASHION account for you, where you can access your order history, see tracking links and proceed more quickly through the checkout process. When you choose to create a FUTURE OF FASHION account, you give FUTURE OF FASHION your consent to collect, store and process your personal information to fulfil the above-mentioned purpose.

In case you no longer wish to have a FUTURE OF FASHION account and thus wish to withdraw your consent, you shall contact our customer service.

Should you wish to lodge a complaint about our processing of your information, please contact the Danish Data Protection Agency.


How we use personal Information

Personal information is collected, stored and used for the following purposes on the Website:

  • Fulfilment of an order
  • Subscribing to FUTURE OF FASHION's newsletter
  • Management of FUTURE OF FASHION's account
  • Summary of purchase history
  • Participation in competitions or other events
  • Transmission of other marketing materials, including invitations to events and the allocation of value codes
  • The collection and evaluation of consumer reviews
  • Statistics and analysis of traffic on the Website
  • Other marketing measures, including email reminders of products left in your shopping bag

We would like to point out that the use of your personal information for the purpose of sending marketing material will only take place if you have previously submitted your explicit consent, unless applicable laws provides for the possibility to contact you without having your consent first.

FUTURE OF FASHION maintains statistics about the usage of the Website, i.e. areas of the Website our users visit and what products are users’ favourites. These data do not contain personal information. The collected data gives us knowledge about how users use the Website, and is also used to improve our Website. We cannot see which websites your visited before going to the Website, or which websites you visit when you leave our site. We do not sell or in any other way disclose information about our users’ use and navigation of our Website and we neither sell nor distribute information about your purchases to a third party.


Disclosure to other data controllers

Your personal information will not be disclosed to any third parties without your permission. However, under certain circumstances and in accordance with applicable laws, we may be required by law to disclose information to public authorities or the police. For example, we are required to disclose information to the police in cases of suspected credit card fraud.


Handover to other data processors

Your personal information is passed on to Future of Fashion's partners who provide services on Future of Fashion's behalf, such as in connection with payment of your order(s) and the sending of newsletters. These partners only process personal information on FUTURE OF FASHION's behalf and in accordance with Future of Fashion's instructions.

In case of restructuring or the total or partial sale of FUTURE OF FASHION, any connected disclosure will be in compliance with applicable laws concerning the processing of personal data.


Deletion of personal information

We delete your personal information when we no longer need to process it in order to fulfil one or more of the purposes stated above under “How we use personal information”. The information may, however, be processed and stored for longer than this, in an anonymised form.


Your rights

You are entitled to gain insight into the information that we process about you (subject to certain statutory exclusions). You are also entitled to raise objections to the collection and further processing of your personal information. Furthermore, you are entitled to have your personal information corrected, deleted or blocked, in accordance with relevant regulations. You are additionally entitled to obtain information about yourself that you have given to us and to have this data transmitted to another data controller.

If you would like us to update, amend or delete personal information that we have registered about you, if you would like access to the personal information that is processed about you, or if you have inquiries about the above guidelines, please contact us using our Customer Service.


Revocation of consent

You may revoke any consent that you have given us. We will then delete your information, unless we are able to continue processing and/or storing your information on some other legal basis. If you wish to withdraw your consent, please contact us using our Customer Service.



We have implemented security measures to ensure that our internal procedures are compliant with our high security standards. We thus endeavour to project the quality and integrity of your personal information.


Links to other websites etc.

The Website may contain links to other websites or to integrated websites. We are not responsible for the content of other companies’ websites or for their practices in connection with collection of personal data. When you visit other websites, we encourage you to read the specific website’s policy for the protection of personal information as well as other relevant policies.