Privacy Policy

1. Introduction

Welcome to pureflatshoes.com (the “Site,” “we,” “us,” or “our”). We are committed to protecting your privacy and handling your data with transparency and care. This Privacy Policy describes how we collect, use, disclose, and safeguard your personal information when you interact with our website, services, and offerings.

Given the specialized nature of our business—which may encompass elements such as e-commerce of specialty footwear (e.g., wide/extra-wide, vintage sneakers), direct-to-consumer customization (e.g., 3D-printed insoles, bespoke orthopedic shoes), innovative production (e.g., bio-fabricated materials, carbon-negative processes), digital services (e.g., virtual try-on, gait analysis), and circularity programs—we may process unique categories of data. This policy is designed to address the specific data practices relevant to our operations and to comply with applicable data protection laws, including the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) as amended by the CPRA.

2. Information We Collect

We collect information that identifies, relates to, describes, or could reasonably be linked, directly or indirectly, with you or your household (“Personal Information”). The categories we collect may include:

Identifiers: Name, alias, postal address, unique personal identifier, online identifier, internet protocol (IP) address, email address, account name, phone number.
Commercial Information: Records of products or services purchased, obtained, or considered, purchase history, shoe size, width, foot scan data, 3D foot models (“foot avatars”), gait analysis data, customization preferences, rental history, subscription status, product returns, recycling/store credit transactions.
Financial Information (processed via secure payment processors): Payment card details, billing address, and other financial information necessary to complete transactions. We do not store full payment card numbers on our servers.
Biometric & Health Data (collected with explicit consent where required): For services involving bespoke orthopedic manufacturing, 3D foot scanning, smart shoes with gait analysis, or biomechanical research, we may collect detailed foot measurements, scans, pressure maps, and data related to posture, stride, or foot health. This data is considered sensitive under certain laws.
Geolocation Data: General location derived from IP address or, with your consent, precise location data from your device for services like local store finders or terrain-based product recommendations.
Internet/Network Activity: Browsing history, search history, interaction with our website, mobile app, or advertisements, data from connected shoes syncing with coaching apps, AR/VR try-on session data.
Inferences: Predictions about your preferences, characteristics, behavior (e.g., predicted growth spurts for children, recommended outsole types based on activity).
Other Personal Information: Information you provide in communications, customer service inquiries, design submissions for crowdfunding, contest entries, product reviews, surveys, or through interaction with our social media features.

3. How We Use Your Information

We use your Personal Information for the following business purposes:

To fulfill orders, process payments, and deliver products and services (e.g., manufacture custom insoles or shoes, manage subscriptions, facilitate rentals, authenticate sneakers).
To operate, maintain, and improve our Site, services, and products.
To communicate with you about orders, accounts, promotions, and updates.
For customer support and to respond to your inquiries.
For product development, research, and analysis (including anonymized biomechanical research).
To personalize your experience, including recommending products, services, and content.
To administer contests, promotions, surveys, or crowdfunding campaigns.
For marketing and advertising (with your consent where required by law).
To comply with legal obligations, resolve disputes, and enforce our agreements.
To operate our Shoe Recycling and Circularity Program and other sustainability initiatives.
For security, fraud prevention, and data integrity purposes.

4. How We Share Your Information

We do not sell your Personal Information for monetary gain. We may disclose your information to third parties in the following limited circumstances:

Service Providers: We share data with trusted vendors who perform services on our behalf, such as payment processing, order fulfillment, shipping, data hosting, analytics, marketing, 3D printing, foot scan processing, and customer service. These parties are contractually bound to protect your data.
Business Transfers: In connection with a merger, acquisition, or sale of assets.
Legal Compliance: To comply with laws, respond to legal requests, or protect our rights and the rights of others.
With Your Consent: For any other purpose disclosed to you with your prior consent (e.g., sharing your co-design with a manufacturing partner).

5. International Data Transfers

If you are located outside the United States, please be aware that information we collect may be transferred to and processed in the United States or other jurisdictions. We implement appropriate safeguards, such as Standard Contractual Clauses, when transferring data outside its region of origin.

6. Your Rights & Choices

Depending on your location, you may have certain rights regarding your Personal Information:

Access & Portability: Request access to or a copy of your data.
Correction: Request correction of inaccurate or incomplete data.
Deletion: Request deletion of your personal data, subject to legal exceptions.
Opt-Out of Sale/Sharing: Request to opt-out of the “sale” or “sharing” of your Personal Information for cross-context behavioral advertising (as defined under CCPA/CPRA).
Limitation & Objection: Object to or request restriction of certain processing activities (e.g., profiling, direct marketing).
Withdraw Consent: Where processing is based on consent, you may withdraw it at any time.
CCPA Right to Non-Discrimination: We will not discriminate against you for exercising your privacy rights.

To exercise these rights, please contact us using the information in Section 12. We will verify your request before responding. You may also manage your communication preferences through your account settings or by using unsubscribe links in our emails.

7. Data Retention

We retain your Personal Information only for as long as necessary to fulfill the purposes outlined in this policy, comply with legal obligations, resolve disputes, and enforce our agreements. For example, foot scan data for a custom order is retained to facilitate future re-orders, while smart shoe performance data used for research may be anonymized and retained indefinitely. Specific retention periods for peer-to-peer escrow data, subscription data, or children’s growth data will be based on the service’s nature and legal requirements.

8. Children’s Privacy

Our Site is not directed to children under the age of 16. We do not knowingly collect Personal Information from children. For services predicting children’s growth spurts, we collect information only from a parent or guardian with verifiable consent.

9. Payment Processing

We use PayPal as our payment gateway to handle credit card, debit card, and other online transactions. All payment information you enter at checkout is processed and stored through PayPal’s secure, encrypted services to safeguard your data privacy and security.

For detailed information on how PayPal collects, uses, and protects your personal data, please see the PayPal Privacy Statement.

10. Third-Party Links & Integrations

Our Site may contain links to third-party websites or integrate with social media platforms, coaching apps, or payment services. This Privacy Policy does not apply to those third parties. We encourage you to review their privacy policies.

11. Changes to This Policy

We may update this Privacy Policy periodically. The updated version will be indicated by the “Last Updated” date at the top. We encourage you to review this policy regularly.

12. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us at:

pureflatshoes.com
324 West Sha Road, Maanshan, Tai Po District, Hong Kong
Email: support@pureflatshoes.com
Phone: 00852-6956101