Privacy notice

Last updated 26 September 2026

This notice explains what Misfits collects, why, how your data is used, and how to have it deleted. It covers both the beta signup on this site and the Misfits app. It is written in plain language.

Who we are

Misfits is made by De Agustín Art Handelsbolag, registered in Höganäs, Sweden. We are the data controller for everything described here. For any question or request, email christian@themisfits.ai.

If you join the beta on this site

We collect your email address and nothing else from this page. We use it to send you a beta invitation and occasional updates about Misfits, on the basis of your consent. We do not sell it and we do not use it for anything else. To be removed, email christian@themisfits.ai.

What the app collects

Misfits learns your taste and generates looks that look like you. To do that, the app collects:

• Account details: the email or sign-in (Apple, Google, or email) you use to create your account.
• Your style profile: your name, gender, sizes, style preferences, and the body measurements you choose to enter.
• Photos: the full-body selfie you upload, and any photos of your own clothes you add to your wardrobe.
• Your scenes: the scenes you create from your photo, which place you in a new setting (optional; signed-in accounts only).
• Your looks: the outfit images Misfits generates for you, and the feedback you give on them.
• Approximate location: only if you turn on weather-aware suggestions. It is sent to a weather service to look up local conditions, used in the moment, and not stored.
• Usage and device data: basic app, device, and crash information that helps us keep Misfits working. You can turn off usage-data sharing in the app's settings.

How your photo and profile generate your looks

Creating a look or a scene means sending some of your data to specialist AI providers:

• Your photo (your selfie, and any wardrobe photos) is sent to an AI provider that generates the outfit image.
• Your style profile (details such as your name, sizes, measurements, and preferences) is sent to a separate AI provider that writes the styling.
• Scenes are optional. If you create one, your selfie is sent to Google Cloud's AI service in the European Union, which generates a new setting around you. The scene you save is kept with your account and used as the base photo for later looks, so it is then sent to the outfit-image provider like a selfie.

We never send your email address or account login to these AI providers, and we share your photo and profile with them solely to generate your looks and scenes. We do not use your photos to train AI models. If you opt in, we also use information about fit and your outfit feedback, in aggregated and de-identified form, to improve Misfits' recommendations and our understanding of how clothes fit; this is optional, off by default, and you can use Misfits fully without it. We do not sell your personal data. The outfit-image and styling providers are located in the United States, so creating a look transfers your data outside the EU/EEA (see International transfers). Scenes are generated inside the EU.

Who processes your data

We keep our list of providers small:

• Cloud hosting, database, and file storage: Google / Firebase. Your account, photos, and generated images are stored in the European Union.
• Analytics and crash reporting: Google / Firebase, to understand usage and fix crashes.
• Error monitoring: a service hosted in the European Union, which receives only your account ID and technical error details, never your photos, email, or measurements.
• AI generation: two providers in the United States for outfit images and styling, and Google Cloud (Vertex AI) in the European Union for generating scene images from your photo, as described above.
• Weather: when enabled, your approximate location is sent to a weather service to return local conditions; it is not stored.

International transfers

Everything we store (your account, photos, profile, and generated looks) is held in the European Union. The exception is the AI providers that generate your looks, which are in the United States. When your photo and style profile are sent to them, that data leaves the EU/EEA. Scenes are generated by Google Cloud inside the EU, so creating a scene does not by itself move your data outside the EU/EEA. A saved scene leaves the EU/EEA when it is used as the base for a look, exactly as a selfie does. We send only the minimum needed to create your looks (never your email or login), and for these transfers we rely on appropriate safeguards required by EU law, including Standard Contractual Clauses where applicable.

Legal basis

We process your data on the basis of your consent, and we ask for it in separate parts.

First, your consent to process your photo and style profile to generate your looks, including sending them to the AI providers in the United States described above. This is required to use Misfits.

Second, a separate, optional consent to use your fit and outfit feedback, in aggregated and de-identified form, to improve our recommendations. This one is off by default, and you can use Misfits fully without giving it.

Third, only if you choose to create scenes, your consent to generate a new setting around your photo and to keep the scene you save as a base for your looks. We ask for it the first time you create a scene, and scenes need a signed-in account rather than anonymous use. Scenes are optional; you can use Misfits fully without them.

You can withdraw each consent at any time. For now that means deleting your data or contacting us; an in-app toggle for the improvement consent is coming. You must also be at least 18 to use Misfits, as set out under Children below.

How long we keep it

We keep your data for as long as you have a Misfits account. Beta signup emails are kept until you ask us to remove them, or until we close the beta. Scenes you save are kept until you delete them or delete your account. Deleting a photo does not delete the scenes made from it. Scene variants you do not save are deleted automatically within about two days.

When you delete something, or your whole account, it is removed from our live systems straight away. Copies remain for a limited time in protected recovery stores before they are permanently erased: deleted files for up to 7 days, database recovery points for up to 7 days, and daily database backups for up to 98 days. Security logs record which account accessed which stored item, using account identifiers such as your email address, sign-in ID and IP address, never your photos or the contents of your profile. We keep them for up to 400 days to investigate misuse. Server logs and error reports are kept for up to 30 days.

Deleting your data

You can delete your account and all of its data from inside the app: Settings → Delete All My Data. This runs a complete, server-side erasure of everything Misfits holds for you: your photos, scenes, generated images, profile, measurements, wardrobe, and every associated record are removed from our live systems straight away, and your sign-in is deleted. Any remaining copies in our recovery stores are permanently erased within the periods described under How long we keep it. Misfits also lets you start anonymously, before you create an account. Any data from that anonymous use, including earlier anonymous sessions, is covered by this notice and removed by the same step. Anything we have already sent to the AI providers to generate your looks or scenes is held under their own retention terms. For scenes, we have switched off Google Cloud's data caching, but Google may still log the requests we send, including your photo, to check for abuse of its service. To delete a beta signup email collected on this site, email christian@themisfits.ai.

Your rights

Under the GDPR you can ask to access, correct, delete, or receive a copy of your data, and you can object to or restrict how we use it. To exercise any of these, email christian@themisfits.ai. You also have the right to complain to the Swedish Authority for Privacy Protection (IMY).

Children

Misfits is for adults. You must be at least 18 to join the beta or use the app. It works with full-body photos and body measurements, so it is not intended for minors. We do not knowingly collect data from anyone under 18. If you believe someone under 18 has given us data, contact us and we will remove it.

Changes to this notice

We will update this notice as Misfits grows. The date at the top shows the current version.