Privacy Policy

Last updated Oct 8, 2026

This policy explains what Durima LLC ("we", "us") collects when you use Fitted, why we collect it, who receives it and what you can do about it. Fitted is our AI stylist that works by text message. This policy also covers our website and cart pages, and people whose photos a member sends us.

The short version:

• We collect what you give us to style you. That is your texts, your style answers and sizes, and photos if you choose to send them.
• We use it to style you. We do not sell it or use it for advertising. We may use it to improve Fitted, including to train AI models, unless you opt out in your settings.
• Photos get extra care. By agreeing to our terms and sending a photo, you allow us to use it. We delete photos when you tell us to, and in any case after 12 months without use.
• Retailers pay us. When you tap a retailer link, the retailer gets a tracking code, not your name. You can turn the code off.
• You have the same rights in every state. You can see, correct, download or delete your information wherever you live.

1. Who this policy covers

1.1 Who we are. Fitted is operated by Durima LLC, 30 N Gould St Ste N, Sheridan, Wyoming 82801. We decide how the information described here is used. You can reach us at support@textfitting.com.

1.2 Who this policy covers.

• Members. People who sign up and text Fitted.
• People being dressed. Someone whose photo a member sends so that Fitted can style them.
• Visitors. Anyone who opens our website or a cart page, including people a member shares a link with.

1.3 Where. Fitted is for adults aged 18 or over in the United States. We do not offer it anywhere else.

1.4 Our other documents.

1.5 Retailers. When you leave a cart page for a retailer's site, the retailer's own privacy policy applies to what it collects there.

2. What we collect

We do not collect payment card details, because you pay retailers directly. We do not collect your precise location or your contacts.

3. How we use it

3.1 What we use it for.

3.2 What we never do.

• We do not sell your information for money.
• We do not show you ads, and we do not let advertisers target you with it.
• We do not use what we read from photos to infer your race or ethnicity.
• We do not let what we read from photos change the price you see, the level of brand you are shown, or which shops appear.
• We do not use your information to make decisions about you that have legal or similarly serious effects.

3.3 AI and people. Fitted's replies, recommendations and images are produced by AI. People on our team may read messages or look at images to fix a fault, check quality or handle a safety report.

3.4 Improving Fitted and training AI. We use the information we collect, including messages, photos and style details, to develop and improve Fitted. That includes evaluating, tuning and training the AI models that power it. We do not use a health detail you mention for this.

You can opt out of AI training at any time in your settings at textfitted.com/account. The opt-out applies from then on, and only to training, not to other ways we improve Fitted. We may keep using models trained before you opted out.

4. Photos, face data and what we read from photos

4.1 Your consent. By agreeing to our Terms of Service and sending us a photo, you give written consent to our collecting and using the photo and the face data taken from it, as this section describes. If the photo shows someone else, you confirm that they agreed too.

4.2 What we do with a photo.

• We remove the background.
• We read these things from it: skin tone and contrast as color values, hair color, eye color, height and proportions. We use them to choose colors, cuts and sizes.
• We make try-on and scene images from it.
• We compare each generated image with the original. This confirms that the face, skin tone, body shape and apparent age have not changed. The comparison stores nothing.

4.3 Face data. Making and checking images involves reading the shape and features of a face. Some state laws call this biometric data. We treat it that way for everyone, in every state:

• you give written consent, through our terms, before you send a photo;
• we never sell, rent or trade it, and no one pays us for access to it;
• only the providers that process it for us receive it; and
• we follow a public schedule for keeping and destroying it, at textfitted.com/biometrics.

4.4 Rules for what we read from photos.

• We never use it to infer race or ethnicity.
• It never changes prices, the level of brand you are shown, or which shops appear.
• Of what we read from photos, Fitted mentions only your hair color and eye color to you.

4.5 People being dressed. Each person is saved separately on the member's account. That person can ask us directly to see or delete their photos and data, without having an account. The member can see the images of them that Fitted makes.

4.6 Deleting. Section 10 explains how to delete photos and everything made from them.

5. Health details you mention

5.1 You never need to share them. Fitted does not ask about your health.

5.2 If you mention one. You might tell Fitted something about your health so that it can style around it, such as a pregnancy or a skin condition. Fitted then asks for your OK before using it. If you say yes:

• we use the detail only to style that request;
• we do not save it to your profile;
• we delete the messages that mention it from your message history after 30 days; and
• we never sell it, and never give it to retailers, affiliate networks or advertisers.

If you say no, Fitted leaves the detail out and we delete the message.

5.3 What we do save. We save a plain preference without the reason. If you say "no wool, I have eczema", we save "no wool".

5.4 Changing your mind. You can withdraw your OK at any time by texting us. We then delete any message still held that mentions the detail.

5.5 Sizes. We use your height and sizes to find clothes that fit. We do not use them to work out anything about your health.

5.6 More detail. Our consumer health data privacy policy is at textfitted.com/health-data.

6. Who receives your information

6.1 Providers that work for us. These companies process information for us, under contracts that limit them to that work.

We give these providers information so that they can provide their services to us. They may not sell it, or use it for their own purposes, including training their own AI models.

6.2 Affiliate networks and retailers. When you tap a retailer link on a cart page, your browser goes to the retailer, sometimes by way of an affiliate network such as [Rakuten, CJ, Awin or Impact]. They receive the tracking code on the link and what any website receives from a browser, such as your IP address.

We do not send them your name, mobile number, email, photos, messages, style details or sizes. Section 7 explains tracking codes and how to turn them off.

6.3 Other people.

• Anyone you share a cart link with can see that cart page and its images.
• A member who is dressing you sees the images Fitted makes of you.

6.4 When the law or safety requires it. We give information to the National Center for Missing & Exploited Children, law enforcement, courts or regulators when the law requires it. Section 11 explains. We may also share information when we believe it is needed to protect someone from serious harm, or to defend a legal claim.

6.5 If Fitted changes hands. If another company takes over Fitted, your information can move to it so that the service continues. That company must honor this policy, and we will tell you before it happens. Photos and face data move only if you agree again.

6.6 Selling and advertising. We do not sell personal information for money. We do not share it for targeted advertising. We have not done either in the past 12 months.

Some state laws define "sale" broadly enough that the tracking code on a retailer link might count. We don't think it does, but section 7 lets you turn it off either way.

7. Retailer links, tracking codes, cookies and browser signals

7.1 Tracking codes. Each retailer link on a cart page carries a code. The code is random. It tells the retailer or network that the visit came from Fitted, so that we can be paid.

The code does not contain your name, mobile number or email, and the retailer or network cannot use it to tell who you are. Only we can match it to you and to the look it came from.

7.2 What comes back. The network or retailer tells us when a purchase is made through a link. The report includes the code, the order amount and our commission, and sometimes the items bought.

We use these reports to get paid, to keep our accounts, and to know what you bought through Fitted so that we don't suggest it again.

7.3 Turning tracking codes off. You can turn them off in three ways:

• text "no tracking" to Fitted;
• use textfitted.com/account; or
• use the "Your privacy choices" link on any cart page.

We then send you to retailers through plain links. We earn nothing on what you buy through plain links, and Fitted works the same for you.

7.4 Browser privacy signals. If your browser sends a Global Privacy Control signal or a Do Not Track signal, we turn tracking codes and analytics off for that browser. If you are signed in to your account page, we apply the same choice to your account.

7.5 Cookies and analytics. Our pages use the cookies needed to run them, for example to keep you signed in to your account page. We use [analytics provider] to count visits and find faults. We do not allow advertising trackers or social media pixels on our pages.

7.6 Link previews. When we text you a cart link, your messaging app may show a preview. Apple's or Google's systems may fetch the page to build it, which we cannot control. We keep previews generic: they show Fitted's name, not your images.

8. Text messages and consent records

8.1 What we record. For each consent you give, we record the wording you saw, the date and time, your mobile number and your IP address. That covers your agreement to our terms, to receiving texts, to our use of photos, and to our use of a health detail.

We also record every request to stop texts, and which texts we sent you and when.

8.2 Why. The law expects us to be able to show that we had your consent, and that we honored your request to stop.

8.3 How long. We keep consent records and records of texts sent for five years after the last text we send you. We keep stop requests for ten years, so that we never text a number that asked us to stop.

8.4 No sharing for marketing. We do not sell, rent or share your mobile number, or your consent to receive texts, with third parties or affiliates for their marketing. Our texting provider receives your number only to deliver our messages.

8.5 The route a text takes. Texts pass through our texting provider and through Apple, Google or your carrier. Each handles them under its own terms. Text messages are not a secure channel, so don't send us passwords or payment card numbers.

9. How long we keep it

"Last use" means the last time you texted Fitted or signed in to your account page. If you don't use Fitted for 24 months, we email you a reminder and then close your account.

10. Deleting your photos or your account

10.1 Deleting photos. Text "delete my photo" or use textfitted.com/account. This deletes:

• the photos;
• every try-on and scene image made from them, and the cart pages that show them; and
• everything we read from the photos.

They leave our live systems right away and our backups within 30 days. We also instruct our providers to delete any copies they hold. To delete only one person's photos, tell us who. A person being dressed can email support@textfitting.com instead.

10.2 Deleting your account. Close your account yourself at textfitted.com/account. We confirm it is you first. We delete your photos, face data and generated images as section 10.1 describes. We delete the rest of the information in section 2 from our live systems within 30 days and from backups within a further 30 days.

10.3 What we keep after deletion.

• Consent records and records of texts sent, for the periods in section 8.
• Your number on our stop list, if you asked us to stop texting.
• Records of your privacy requests, for two years.
• Commission records without your name, for seven years.
• Information we need for a legal claim, until the claim ends.
• Material covered by a report under section 11.

10.4 What we cannot delete. We cannot delete images or links you saved or sent to other people, texts stored on your own phone or by your carrier, or what a retailer holds about your purchase.

10.5 Deleting one thing. You can ask us to delete a single message or detail at any time. Section 12 explains how.

11. What the law makes us keep and report

11.1 Child safety reports. Fitted is not for anyone under 18, and we do not allow photos of minors. If we become aware of apparent child sexual abuse material, we do what federal law (18 U.S.C. 2258A) requires. We:

• report it to the CyberTipline run by the National Center for Missing & Exploited Children (NCMEC), with related information such as the account details and the content;
• preserve the reported material and related records for at least one year from the report, because the law treats our report as a request to preserve them;
• store what we preserve securely, with access limited to the few people who need it; and
• close the account.

This applies to images made or altered with AI as well as to photographs.

11.2 This overrides deletion. A request to delete a photo, an image or an account does not remove material covered by a report while we are required to preserve it. Everything else is deleted as usual. We do not tell an account holder that a report was made.

11.3 Other crimes against children. We also report apparent child trafficking or enticement, as the law requires.

11.4 Legal demands. We give information to law enforcement, courts or regulators when a valid subpoena, court order or warrant requires it. We check each demand and give only what it requires. We try to tell you first, unless the law forbids it or it would put someone at risk.

11.5 Legal holds. If we need information for a legal claim or an investigation, we keep it until the matter ends, even if you ask us to delete it.

11.6 Emergencies. We may share information with emergency services or law enforcement if we believe someone is in immediate danger.

12. Your privacy choices

These choices are open to everyone in every state: members, people being dressed and visitors.

12.1 What you can ask for.

12.2 Sensitive information. We treat these as sensitive: photos and face data, skin tone values, and health details you mention. We use them to provide the service you asked for, to keep it safe and to meet legal duties. We also use photos and face data to improve Fitted and train AI, unless you opt out (section 3.4). We never use health details for training.

We do not use them for anything else. To limit their use to providing the service, opt out of AI training in your settings. You can also delete any of it, or withdraw your consent, at any time.

12.3 How to ask. Text Fitted, use textfitted.com/account, or email support@textfitting.com. If you are not a member, use the email address.

12.4 Checking it is you. Before we send or delete information, we confirm the request with a code sent to your phone or email. We do not check your identity when you ask us to stop texts or to turn off tracking codes.

12.5 How fast. We confirm that we received your request within 10 business days. We answer within 45 days. If we need longer, we tell you why, and we take no more than 45 further days.

12.6 If we say no. We tell you why. You can appeal by replying to our answer, or by emailing support@textfitting.com with "Appeal" in the subject line. A person who did not make the first decision reviews it, and we answer within 45 days. If you are still unhappy, you can complain to your state's attorney general.

12.7 Someone acting for you. You can have another person make a request for you. We need your signed permission for them, and we may confirm it with you directly.

12.8 No penalty. We do not treat you differently for using any of these choices. Some features do need the information: without photos, there are no try-on images.

12.9 Cost. Requests are free. If a request is clearly excessive or repeats an earlier one, the law lets us refuse it, and we will say so.

13. Information for particular states

13.1 California. This table uses the categories in California's privacy law and covers the past 12 months. Sections 2, 3 and 9 give the sources, purposes and retention periods.

California residents have the choices in section 12. We do not sell personal information, and we do not share it for cross-context behavioral advertising. We have no actual knowledge of selling or sharing the personal information of anyone under 16. We offer no financial incentives for personal information. We do not give personal information to other companies for their own direct marketing.

13.2 Illinois, Texas, Washington and Colorado: biometric data. These states have laws on face data. We apply the same rules to everyone: written consent before we collect it, no sale, lease or trade, and destruction on a public schedule. See section 4 and the policy at textfitted.com/biometrics.

13.3 Washington, Nevada and Connecticut: health data. These states have laws on consumer health data. We ask before using a health detail, we never sell it, and we delete it on the schedules in sections 5 and 9. Our consumer health data privacy policy is at textfitted.com/health-data.

13.4 Nevada. We do not sell covered information as Nevada law defines a sale. You may still send an opt-out request to support@textfitting.com, and we will honor it.

13.5 Other states with privacy laws. Colorado, Connecticut, Virginia, Texas, Oregon and other states give residents rights to confirm, see, correct, delete and copy their information, to opt out of sales, targeted advertising and certain profiling, and to appeal. Section 12 gives all of these to everyone.

We do not sell personal information, show targeted advertising, or profile people for decisions with legal or similarly serious effects. We ask for consent before we handle sensitive information, and we honor browser opt-out signals (section 7.4).

14. Security, breaches and where information is stored

14.1 Security. We protect your information with measures suited to how sensitive it is. They include encrypting information when it moves and where it is stored, limiting who on our team can see photos and messages, and binding our providers by contract.

No system is perfectly secure, and we cannot promise that ours will never be breached.

14.2 Breaches. If a security breach affects your information, we will notify you and the regulators as the law requires.

14.3 Where it is stored. We store Fitted's information in the United States.

14.4 Your part. Keep your phone locked. Anyone who can read your texts can read your conversation with Fitted and open your cart links.

15. Age, AI and safety

15.1 Age. Fitted is for adults. We ask for your birthday to check that you are 18 or older. We do not knowingly collect information from anyone under 18.

If we learn that we have, we close the account and delete the information, except what section 11 requires us to keep. If you believe a minor is using Fitted, email support@textfitting.com.

15.2 AI. Fitted is an AI. Your messages and photos are processed by AI models run by the providers in section 6. Fitted can be wrong.

15.3 Crisis messages. If a message suggests thoughts of suicide or self-harm, Fitted follows the safety protocol at textfitted.com/safety. Messages of this kind follow the 30-day rule in section 5.

We count how often Fitted gives a crisis referral. From July 2027, California law requires a yearly report of that number to the state's Office of Suicide Prevention. The report contains numbers only. It has no names, phone numbers or message content.

16. Changes to this policy and how to contact us

16.1 Changes. We may change this policy at any time. When we do, we update the date at the top. If a change is material, we make reasonable efforts to tell you, for example by email or text, and we take any further steps the law requires.

If you do not agree with a change, stop using Fitted and close your account.

16.2 Contact.