Privacy policy


Privacy Policy

Last updated: 23 October 2026

1. Who We Are

This website is operated by OK FASHION LTD, trading as OKAY Fashion (“we”, “us” or “our”).

We operate an online fashion store using Shopify to provide our website, online shop and related services.

Our contact details

  • Company name: OK FASHION LTD

  • Trading name: OKAY Fashion

  • Company registration number: 17201136

  • Registered office: 1 Marsh Lane, Wolverhampton, WV10 6RU, United Kingdom

  • Email: admin@okayfashionco.com

Please verify our registered company details and confirm the correct contact email before publication.

For the purposes of UK data protection law, OK FASHION LTD is the controller of personal information we process to operate our business, subject to the specific roles of third parties described in this policy.

2. Scope of This Policy

This Privacy Policy explains how we collect, use, store and disclose personal information when you visit our website, browse products, create an account, place an order, subscribe to marketing communications, contact us or otherwise interact with our services.

We process personal information in accordance with applicable data protection legislation, including the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations 2003 (PECR), as applicable.

This policy should be read alongside our Cookie Policy and any privacy information displayed when you use particular features or services.

This policy explains our data practices; it does not, by itself, constitute consent to processing that legally requires your consent.

3. Personal Information We Collect

The information we collect depends on how you interact with our store.

Contact and delivery information

This may include your name, billing address, delivery address, email address and telephone number.

Order and transaction information

This may include products purchased, order history, payment status, delivery details, returns, refunds, exchanges and transaction records.

Payment information

Payments may be processed by Shopify Payments or other payment providers available at checkout. We receive information needed to manage orders and payment status. Full payment card details may be processed directly by the relevant payment provider rather than being accessible to us. The exact information handled depends on your payment method.

Account information

If you create an account, we may process your login details, account preferences and saved information. We do not intentionally collect passwords in plain text.

Communications

We may retain information you provide when contacting us about an order, requesting a return, submitting a complaint or asking a question.

Device and usage information

When you visit our website, we may collect information such as your IP address, browser type, device information, approximate location derived from technical information, pages visited, referral source and interactions with our store.

Marketing and advertising information

Depending on your choices and our configuration of marketing tools, we may process email subscription status, campaign interactions, advertising identifiers, website activity, product views, cart activity and information used to measure advertising performance.

Information from third parties

We may receive information from Shopify, payment providers, delivery companies, analytics services, advertising platforms and other service providers involved in operating our store.

We do not intentionally collect information that is unnecessary for the purposes described in this policy.

4. How We Use Your Personal Information

We use personal information for the following purposes.

Order processing and customer service

We use contact, order and payment-status information to process purchases, arrange delivery, manage returns and refunds, respond to enquiries and provide customer support.

Legal basis: Processing necessary to perform our contract with you, and compliance with legal obligations where applicable.

Website operation and analytics

We use Shopify analytics and, where enabled, Google Analytics or similar tools to understand how visitors use our website, measure performance, identify technical problems and improve the shopping experience.

Legal basis: Depending on the activity, consent where required for cookies or similar technologies, and an appropriate UK GDPR lawful basis for subsequent processing.

Advertising and measurement

If enabled and permitted by your preferences, we may use Meta Pixel, Google advertising technologies and other advertising or tracking tools to measure advertising effectiveness, understand product interest, build relevant audiences and show advertisements to people who may be interested in our products.

Some tools may link website activity with information held by advertising providers or use information from multiple websites or services.

Legal basis: Consent where required for storing or accessing information on your device, together with an appropriate UK GDPR lawful basis for any associated personal data processing. Where we rely on legitimate interests, we will assess and document those interests and your rights.

Email marketing

We may send promotional emails about our products, new collections, offers and relevant updates where we have your consent or can lawfully rely on an applicable exception, such as the existing-customer soft opt-in where all legal conditions are satisfied.

You can unsubscribe from marketing emails at any time using the unsubscribe link or by contacting us.

Legal basis: Consent or, where legally available and appropriately assessed, legitimate interests alongside compliance with PECR.

Security and fraud prevention

We may use relevant information to protect customer accounts, detect fraudulent transactions, investigate suspicious activity and safeguard our website.

Legal basis: Legitimate interests where appropriate, and compliance with legal obligations where applicable.

Legal and regulatory compliance

We may process and retain information to meet tax, accounting, consumer protection and other legal requirements, and to establish, exercise or defend legal claims.

Legal basis: Compliance with legal obligations and, where appropriate, legitimate interests.

We will not use personal information for a new, incompatible purpose without providing any additional information or obtaining consent where required by law.

5. Cookies and Similar Technologies

Our website and its service providers may use cookies, pixels, tags, scripts and similar technologies.

These technologies may be used to:

  • Keep the shopping basket and checkout functioning.

  • Remember relevant website settings.

  • Measure website traffic and performance.

  • Understand how visitors interact with products and pages.

  • Measure advertising campaigns.

  • Support personalized advertising and audience measurement.

We use Shopify's available analytics and privacy features and may use technologies supplied by Meta, Google and other apps installed on our store.

We will seek your consent before using non-essential cookies or similar technologies where required by law. You can manage your preferences through the cookie settings available on our website, where provided.

Refusing optional cookies should not prevent you from using essential shopping functions, although some optional features may not work as intended.

You can also manage cookies through your browser settings. Browser settings do not necessarily replace the consent controls required on our website.

Please refer to our Cookie Policy for further information about the technologies we use and how to change your preferences.

6. Email Marketing and Your Choices

We may use Shopify Email, Klaviyo or another email marketing service to manage subscriptions and send marketing communications, depending on which services are active.

We will only send electronic marketing where permitted by applicable law. Where consent is required, we will ask for it before sending marketing messages. Where we rely on the existing-customer soft opt-in, we will meet the applicable conditions, including offering a clear opportunity to opt out when collecting contact details and in each subsequent marketing message.

You can unsubscribe at any time using the link in our marketing emails or by contacting us at admin@okayfashionco.com

Unsubscribing from marketing will not stop necessary service messages, such as order confirmations, delivery updates, security notices or information about an existing transaction.

We may retain limited information on a suppression list to ensure that we respect your decision not to receive marketing.

We will not treat a purchase or the acceptance of essential cookies as consent to unrelated marketing.

7. How We Share Personal Information

We may share personal information with the following categories of recipients, as necessary for the purposes described in this policy.

Shopify

Shopify hosts our store and provides e-commerce, checkout, analytics and related services. Shopify may process information on our behalf and may also process information for its own purposes under its own privacy terms.

Payment providers

Payment providers process transactions, verify payments and help detect fraud.

Delivery and fulfilment providers

We share the information needed to deliver orders, manage returns and provide delivery updates.

Email marketing providers

If enabled, Shopify Email, Klaviyo or other email services may process contact details, subscription preferences and campaign interaction information.

Analytics providers

Shopify analytics, Google Analytics and any other active analytics tools may receive technical information and website interaction data to measure performance and usage.

Advertising providers

If enabled, Meta, Google and other advertising or tracking providers may receive information about website activity, advertising identifiers, events and campaign performance, subject to applicable consent requirements and your preferences.

Other service providers

We may use providers for website security, technical support, customer service, hosting, fraud prevention and business administration.

Professional advisers and public authorities

We may disclose information to accountants, lawyers, regulators, law enforcement or other authorities where required or permitted by law.

Business transfers

Personal information may be transferred as part of a merger, sale, restructuring or transfer of our business, subject to applicable legal requirements.

We do not authorize service providers to use personal information for purposes that are incompatible with the arrangements and legal requirements governing their processing.

The actual providers and data flows depend on the apps, integrations and settings enabled on our store. We will update this policy if our practices change materially.

8. Shopify and Third-Party Privacy Policies

Our store is hosted by Shopify. Shopify may process personal information under its own privacy arrangements, including for platform functionality, security, analytics and other services.

You can review Shopify's privacy information here:

Shopify Privacy Policy

Other providers may process personal information under their own privacy notices. Relevant information may include:

These links are provided for convenience. The presence of a provider's privacy policy does not remove our responsibility to provide appropriate information about our own processing or to configure integrations lawfully.

9. International Data Transfers

Some of our service providers may process personal information outside the United Kingdom.

Where personal information is transferred internationally, we will ensure that the transfer complies with applicable data protection law. Depending on the circumstances, this may involve transferring information to a country recognised as providing adequate protection, using an applicable international data transfer agreement or addendum, or relying on another lawful transfer mechanism.

Where required, we will take appropriate steps to assess the protection available and implement supplementary safeguards.

You can contact us if you would like further information about the safeguards relevant to a particular transfer, subject to applicable legal restrictions.

10. How Long We Keep Personal Information

We retain personal information only for as long as reasonably necessary for the purposes described in this policy, including fulfilling orders, meeting legal requirements, resolving disputes, preventing fraud and maintaining appropriate business records.

The retention period depends on the type of information, why we collected it and any legal obligations that apply.

We apply retention periods to relevant categories of information, including:

  • Order, payment and accounting records.

  • Customer account information.

  • Customer service and returns correspondence.

  • Email marketing subscriptions and suppression records.

  • Analytics and advertising information.

  • Security and fraud prevention records.

Where information is no longer needed, we will delete it or anonymize it where appropriate, unless we are legally required or otherwise lawfully permitted to retain it.

Before publishing: We will specify actual retention periods or meaningful retention criteria for these categories based on our business practices, service-provider settings and legal obligations.

11. Your UK Data Protection Rights

Depending on the circumstances and subject to applicable legal conditions, you may have the right to:

  • Access your personal information.

  • Correct inaccurate or incomplete information.

  • Request erasure of personal information.

  • Restrict certain processing activities.

  • Object to processing based on legitimate interests.

  • Object to direct marketing at any time.

  • Request data portability where the legal conditions are met.

  • Withdraw consent where processing is based on consent. Withdrawal does not affect the lawfulness of processing before withdrawal.

These rights are not absolute in every circumstance. We may need to verify your identity before responding, and certain legal exceptions may apply.

To exercise your rights, contact us at admin@okayfashionco.com Please describe your request and provide enough information for us to identify the relevant records.

We will respond within the timeframe required by applicable law. Where permitted, we may extend the response period for complex or multiple requests and will explain this to you.

You will not be penalised for exercising your data protection rights.

12. Advertising Preferences and Opt-Outs

You can manage your marketing preferences using the unsubscribe link in our emails and any applicable preference tools available on our website.

You can manage non-essential cookie preferences through our cookie settings, where available.

You may also be able to adjust advertising preferences through Meta, Google or other platforms. Those platform-level settings do not necessarily replace the choices available through our website or any consent required by law.

Where advertising technologies process personal information for direct marketing, you may exercise your applicable data protection rights, including the absolute right to object to processing for direct marketing.

We will respect applicable opt-outs and consent choices in accordance with the law and the capabilities of the relevant services.

13. Children's Privacy

Our store is intended for people who can lawfully use our shopping services. We do not knowingly collect personal information from children in circumstances where doing so would be unlawful.

If you believe a child has provided us with personal information inappropriately, please contact us so that we can investigate and take appropriate action.

Where age-related rules apply to a particular service or activity, we will comply with the relevant legal requirements.

14. Security

We use reasonable technical and organizational measures designed to protect personal information against unauthorized access, loss, misuse, alteration or disclosure.

Shopify and our other providers may also apply security measures to the services they operate.

No method of online transmission or electronic storage is completely secure. We cannot guarantee absolute security, but we will respond to personal data breaches in accordance with applicable legal requirements.

15. Automated Decision-Making and Profiling

Some analytics and advertising tools may use automated systems to analyze website activity, estimate interests or select advertisements.

We will not make decisions based solely on automated processing that produce legal effects or similarly significant effects on you unless the applicable legal requirements are met.

If we introduce such processing, we will provide the additional information required by law, including information about the logic involved and the significance and envisaged consequences where applicable.

Before publishing: Confirm whether any fraud prevention, eligibility or other system used by your store makes significant decisions about customers without meaningful human involvement. Amend this section if necessary.

16. Third-Party Websites

Our website may contain links to websites or services operated by third parties.

We are not responsible for the privacy practices of websites that we do not control. If you visit another website, please read its privacy notice before providing personal information.

17. Complaints

If you have a concern about how we process your personal information, please contact us first using the details below so that we can investigate.

You also have the right to complain to the UK Information Commissioner's Office (ICO):

Information Commissioner's Office — ico.org.uk

You do not have to contact us before making a complaint to the ICO.

18. Changes to This Privacy Policy

We may update this Privacy Policy to reflect changes to our services, the tools we use, our processing practices or applicable legal requirements.

We will publish the updated version on our website and amend the “Last updated” date. Where required by law, we will provide additional notice before introducing new processing activities.

Contact

Should you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, please email us at admin@okayfashionco.com You can find our other contact details on our contact information policy. For the purpose of applicable data protection laws, we are the data controller of your personal information.