Privacy Policy

Last updated: October 2026

This policy explains what personal information 97th Vintage collects when you visit 97thvintage.com, buy from us or sign up to hear from us, how we use it, and the choices you have.

1. Who we are

97th Vintage Ltd (company number 11912308) is the controller of your personal information under UK data protection law.

Address: 93 Fleetwood Avenue, Essex, SS0 9RE, United Kingdom
Email: info@97thvintage.com

2. What we collect

  • Contact and order details: your name, email, phone number, billing and delivery addresses, the items you buy and your order history.
  • Payment details: payments are handled by our payment providers. We don't see or store your full card details.
  • Account details: if you create an account, your email address and saved addresses. You sign in with a one-time code, so we don't hold a password for you.
  • Messages: anything you send us by email, our contact form, live chat or social media, including returns requests.
  • Shopping activity: items you view, add to your bag or wishlist, and reviews you leave.
  • Marketing preferences: whether you've signed up to our emails or texts, and how you interact with them, such as opens and clicks.
  • Device and usage data: your IP address, browser, device type and how you use our site, collected through cookies and similar technologies (see section 7).

3. How we use it, and why we're allowed to

  • To take, deliver and support your order, including returns and refunds. We need this to carry out our contract with you.
  • To prevent fraud and keep our site and customers safe. This is in our legitimate interests.
  • To keep records for tax and accounting. This is a legal requirement.
  • To send you marketing emails or texts about new drops and offers. We do this only with your consent, or if you've bought from us and didn't opt out. You can unsubscribe at any time using the link in any email or by replying STOP to a text.
  • To improve our site and show relevant ads, for example measuring which pages work well or showing our items to you on social media. We use non-essential cookies for this only if you agree to them.

4. Who we share it with

We don't sell your personal information. We share it only with trusted companies that help us run the business, and only what they need:

  • Our online store platform: Shopify, which hosts our site and processes orders.
  • Payment providers: Shopify Payments, PayPal, Apple Pay, Klarna and Clearpay. Klarna and Clearpay may run credit checks if you choose to pay with them.
  • Delivery partners: Royal Mail, DHL, DPD and the shipping tools we use to prepare parcels, so your order reaches you.
  • Email and text marketing: Klaviyo.
  • Advertising and social media: Meta (Facebook and Instagram) and Google, if you accept advertising cookies.
  • Site features and analytics: services that power our reviews (REVIEWS.io), loyalty rewards, wishlist, search and product recommendations, and help us understand how the site is used (such as Microsoft Clarity and Shopify analytics).
  • Fraud prevention: tools that help us spot suspicious orders.
  • Professional advisers, such as our accountants, and authorities where the law requires it.

5. Transfers outside the UK

Some of these companies store data outside the UK, for example in the USA, Canada or the EU. Where they do, we rely on the protections UK law requires, such as UK adequacy regulations, the UK Extension to the EU-US Data Privacy Framework, or approved contract terms.

6. How long we keep it

  • Order and payment records: 6 years, as required for tax purposes.
  • Marketing data: until you unsubscribe. We may keep a note that you've unsubscribed so we don't contact you again.
  • Account details: until you ask us to close your account.
  • Customer service messages: as long as needed to deal with your query, and up to 2 years afterwards.

7. Cookies

Cookies are small files stored on your device. Some are essential to make the site work, for example keeping items in your bag. Others help us measure how the site is used or show you relevant ads. When you first visit, our cookie banner lets you accept or decline non-essential cookies. You can change your choice at any time from the cookie settings link on our site, or by clearing cookies in your browser. More about the cookies our store platform uses is in Shopify's cookie policy.

8. Your rights

Under UK data protection law you have the right to:

  • ask for a copy of the personal information we hold about you;
  • ask us to correct anything that's wrong;
  • ask us to delete your information, where we don't need to keep it;
  • object to, or ask us to limit, how we use it;
  • ask us to transfer it to you or another company;
  • withdraw your consent at any time, for example to marketing.

To use any of these rights, email info@97thvintage.com. We'll reply within one month.

If you're unhappy with how we've handled your information, please contact us first. You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk.

9. Children

Our site isn't aimed at children under 13, and we don't knowingly collect information from them.

10. Keeping your information safe

We use secure, reputable providers and limit who can access your information. No website can be completely secure, but we take reasonable steps to protect your data.

11. Changes to this policy

We may update this policy from time to time. The latest version will always be on this page, with the date it was last updated.