PRIVACY & YOUR INFORMATION
Privacy policy.
Your information deserves clarity. This is the permanent home for Fitr’s privacy policy.
Last updated: October 19, 2026
1. Who we are and what this covers
Fitr is operated by Fitr Technologies Inc., an Alberta corporation with its registered office at 2100 – 222 3 Avenue SW, Calgary, Alberta T2P 0B4. Mason Hill, Director, is the person in charge of the protection of personal information and can be reached at legal@fitr.ca. This notice describes information handled through fitr.ca, the Fitr app, early-access registration, and related support. Contact legal@fitr.ca for privacy matters or support@fitr.ca for app and waitlist assistance.
The marketing website, the connected app, and third-party shops have different data practices. The illustrated product previews on this website do not upload your wardrobe, create a profile, or contact an AI service. App features process information as described below, depending on the features you use and the configuration of your app version.
2. Information you provide
Depending on the features you use, we process:
- Account and profile details: email, username, login credentials or supported sign-in-provider information, age, optional gender and country information, feed preferences, profile images, bio, and social links. Fitr profile setup calculates age on your device from the birth date you enter and sends the age, rather than the full birth date, to Fitr.
- Content and interactions: outfit photos and videos, captions, comments, direct messages, reports, likes, saved looks, boards, follows, and tagged products or people.
- Wardrobe and styling information: clothing images and descriptions, brands, sizes, colours, purchase details, wear history, outfit combinations, and style preferences. Style DNA also lets you optionally provide your own skin-tone description; that choice is not inferred from a selfie. When you add a wardrobe photo, Fitr also stores a numeric description of the garment (an image embedding) so it can recognise the same item in other photos. SŌEN keeps short notes about your taste based on what you tell it, such as a preference for outfits finished with jewellery; you can read, edit, and delete them under How SŌEN is set up.
- Imports and AI inputs: receipt images and extracted purchase information, photos you choose to import, styling messages, and images submitted for inspiration or analysis. If you connect Instagram where available, Fitr stores the connection identifier, username, access token, and expiry on its backend and retrieves media and captions for the import picker. Selected imports become Fitr content; disconnecting Instagram stops the connection but does not automatically delete content already imported.
- Shopping and service details: cart and order information, delivery information where required, brand claims, creator-program information, and support correspondence. Payment card processing is handled by the payment provider or retailer.
- Photo and video metadata: before a photo or video leaves your phone, Fitr removes the location, capture time, and camera details the camera stored inside the file. Only the orientation is kept so the picture displays upright. Photos uploaded before October 16, 2026 had this data removed from Fitr’s storage on that date.
3. Early-access and launch emails
When you join the waitlist, we collect your email address, signup time, the form you used, the referring page without its query string, and a record of the consent wording and time. We also record email-processing and unsubscribe status. This does not create an app account.
The unchecked signup box asks for permission to send early-access and launch emails. Joining is optional. We use Railway-hosted Postgres for subscriber storage and Resend for confirmation messages and contact management when configured. Authorized Fitr operators can export the subscriber list to administer these communications.
Use the unsubscribe link in a Fitr email, or email support@fitr.ca, to stop waitlist emails. The website records your opt-out immediately and retries synchronization with the email provider if needed. An email already in transit may still arrive. Unsubscribing does not cancel essential account or order messages. A later explicit signup can rejoin the list.
The current signup handler does not save raw IP addresses or device fingerprints in subscriber records. Abuse controls keep keyed hashes of network addresses in a separate database table for ten-minute rate-limit windows; expired entries are removed on subsequent signup activity or scheduled cleanup. Hosting logs may separately process network addresses and request information for operation and security. Older subscriber records may contain information collected by the earlier signup implementation; this notice does not imply that historical data has been erased.
4. Activity, permissions, and diagnostics
The marketing website uses Vercel Web Analytics and Speed Insights to measure page visits, referrals, coarse device and region information, loading performance, and successful waitlist submissions and selected call-to-action clicks. These tools do not use analytics cookies. Custom events contain fixed form or button labels, not email addresses or form contents. We remove query strings and fragments from reported page URLs and exclude unsubscribe, API, and unknown pages. Website measurements are separate from the app’s analytics settings.
The app has a device-level usage-analytics choice. First-party engagement capture and outgoing product-click logging check that choice, and configured PostHog event collection is enabled or disabled with it. You can change the choice in Settings; it persists across sign-out on that device. Operational processing needed for accounts, requested features, and security is separate, and the analytics choice does not disable Sentry crash reporting.
When usage analytics is allowed, events can include content views and opens, time spent viewing content, profile-tab interactions, directions taps, and outgoing product-link clicks. Signed-in events can be associated with your account; guest events do not carry a signed-in account identity. First-party events include a coarse platform value such as iOS, Android, or web.
With location permission, precise coordinates support local weather, nearby stores, and location-based discovery. Coordinates and city information may be stored with your account. Revoking operating-system permission stops future permission-dependent access; it does not itself erase previously stored information.
The optional leave-home outfit reminder uses background-location permission and an operating-system geofence. The home coordinates for this feature remain in device storage rather than being sent to Fitr’s backend; the backend stores the selected reminder mode and scheduling preferences. Disable the feature to remove its saved home point and geofence. Background store-visit detection is a separate, disabled-by-default feature and is not represented here as active tracking.
Camera and photo permissions support uploads, wardrobe creation, receipts, and chosen imports. Where push notifications are enabled, Firebase Cloud Messaging and Apple’s notification infrastructure process device-registration tokens and notification payloads for activity, order updates, and configured reminders. Fitr stores push tokens with the account, platform, and timezone. Manage notifications in the app and your device settings.
Notifications you can receive include likes, comments, follows, tags, direct messages, outfit check-in reminders, order updates, Outfit of the Month nominations, price drops on products you watch, and sales announced by brands or stores you follow. Each type can be turned off in notification settings.
App builds configured for Sentry crash reporting can send error details, stack traces, breadcrumbs, technical device or app context, and sampled performance information. Builds configured for PostHog can send lifecycle, screen, interaction, and API-failure events. These SDKs can use installation or session identifiers; signed-in identity is attached as account ID and account type. The current integration disables PostHog session replay and Sentry’s default personal-information collection and does not deliberately attach request bodies, email addresses, or usernames to API-failure reports. Neither integration starts without its configuration key. These SDKs are not installed on this marketing website.
Fitr ranks your feed and search results using your “show me” preference, the gender you optionally gave, your wardrobe, and your activity in the app. Style DNA summarises patterns in your wardrobe and posts. These rankings affect what you see first; they are not decisions with legal or similarly significant effects, and you can ask how they work at legal@fitr.ca.
5. Why we use information
We use information to provide accounts, feeds, wardrobes, styling, search, messages, shopping, support, moderation, notifications, creator and brand insights, and communications you request. We also use it to investigate abuse, improve reliability, understand feature use, and meet applicable legal obligations.
Where a legal basis is required, processing may be necessary to provide the service you request, based on consent, necessary for a legal obligation, or based on legitimate operational and security interests where permitted. Permission-based features and optional launch emails can be declined. Withdrawing consent does not invalidate earlier lawful processing.
6. AI styling and image processing
Every wardrobe and post photo is analysed by Silhouette, Fitr’s garment-recognition service, on servers hosted by OVH. Silhouette identifies garments, colours, materials, and fit, produces the image embedding described in section 2, and removes backgrounds for wardrobe photos. It processes each photo in memory and does not keep a copy. It does not detect faces or estimate skin tone for Fitr; skin tone in Style DNA is only ever what you entered yourself.
SŌEN, outfit suggestions, photo styling, receipt extraction, and related AI features send relevant messages, wardrobe details, preferences, submitted images, and available weather or approximate-location context to a configured AI provider. Inputs can include personal information visible in an image. Review receipt images and other uploads before submitting them.
Today, text features (SŌEN chat, outfit suggestions, and seasonal and daily briefs) send your message, recent conversation, wardrobe list, style preferences, SŌEN notes, and local weather to DeepSeek. Photo features (receipt scanning, Style This Photo, and describing a reference photo) send the photo and wardrobe context to Anthropic (Claude). The app can also be configured to use MiniMax or Alibaba/Qwen for these features; this notice will be updated if that changes. Provider processing and retention depend on the applicable service terms and configuration; we do not represent that all providers have identical retention or model-training practices, and Fitr does not send training-opt-out or zero-retention instructions beyond those standard terms.
Style DNA and ERA describe patterns in your style and activity. Photo styling may derive clothing, colour, or other visual characteristics to offer suggestions. These features are not identity verification or medical assessments. AI results can be inaccurate, including extracted purchase details and product matches. Avoid submitting unnecessary sensitive information or material you lack permission to share.
8. Public content, shopping, and attribution
Your profile, posts, comments, and wardrobe are public. Anyone, including people without a Fitr account, can see your wardrobe items’ photos, garment type, brand, colour, and size; the price you paid, where and when you bought an item, and your notes are visible only to you. Fitr does not currently offer private accounts or a private wardrobe. Other people may retain copies they have received. Direct messages transit the messaging infrastructure; Fitr does not describe them as end-to-end encrypted.
Outgoing product links can record a click identifier, the related post or brand, coarse platform, and account identifier where signed in. Tracked redirects can pass a click identifier and attribution parameters to the destination retailer. This supports engagement reporting and eligible creator commissions under separate program terms.
Some brand catalogues are sourced from public listings and labelled as unofficial. Store listings on the map are compiled from public sources, including Google Maps and the stores’ own websites, and every listed store has an unofficial account its owner can claim. Rights holders can contact legal@fitr.ca about corrections or removal. First-party sponsored content may appear in the app. This marketing website does not sell personal information or embed third-party advertising-network tracking. External retailers, app stores, and sharing destinations have their own practices.
10. International processing
Fitr is based in Canada. Hosting, media, communications, payment, and AI providers may process information outside your province or country, including in the United States, the United Kingdom, China, Singapore, or other locations supported by the provider and selected deployment. Foreign laws and lawful-access rules may apply.
Where applicable law requires transfer safeguards, those requirements apply to our processing. Contact legal@fitr.ca for information about the providers and safeguards relevant to your request. Provider headquarters alone do not establish where a particular request is processed.
11. Retention, deletion, and security
We retain information for the purposes described here and applicable operational, legal, dispute, and security needs. Account deletion can be initiated in the app or requested through support. Deleting your account removes your profile, posts, comments, likes, follows, wardrobe, wear history, SŌEN notes, messages you sent, notifications, push tokens, Instagram connection, bug reports, your own activity records, your uploaded media, and your Clerk sign-in identity. Some records stay without your identity attached: purchase orders are kept for tax and dispute purposes with the email and delivery details on the order; feature requests you submitted stay without your name or email; link-click records stay without any session identifier; other people’s activity that referenced your content stays as anonymous counts. Failed provider or media cleanup may need follow-up. Copies held by recipients, independent retailers, service-provider logs, and backups may have separate lifecycles or legal retention requirements.
Waitlist registration is separate from your app account. We keep subscription, consent, and suppression records to operate requested communications and honour opt-outs. Unsubscribing stops those emails but is not a request to erase the record. Contact legal@fitr.ca to request access, correction, or deletion, including provider-held information where applicable.
Activity records (content views and opens, time spent, and link taps) are kept for 24 months when linked to an account and for 13 months when recorded as a guest, then deleted. Purchase orders are kept for seven years after the order. Database backups are taken manually before infrastructure changes and kept until replaced; there is no automatic backup schedule, and a deleted account remains in an existing backup until that backup is replaced.
We use access controls and technical safeguards appropriate to the service. No storage system or transmission method is completely secure. Do not send passwords, payment-card details, or unnecessary sensitive information to support.
12. Younger users
Fitr is not available to anyone under 14. Fitr profile setup asks for your date of birth, which stays on your device; only your age is sent to Fitr, and ages below 14 are rejected. Fitr does not independently verify everyone’s identity or age, and a sign-in-provider identity can exist before Fitr profile completion. Other local age and consent rules also apply.
A parent or guardian who believes a child under 14 has provided information to Fitr can contact legal@fitr.ca so we can investigate and delete it.
13. Your choices and rights
Depending on your location, you may have rights to access or obtain a copy of your information, correct it, request deletion, restrict or object to processing, withdraw consent, or receive portable data. Requests may be subject to exceptions, reasonable identity verification, and applicable deadlines. Use legal@fitr.ca to make a request or raise a concern.
You can also delete individual wardrobe items, posts, comments, SŌEN notes, and your Instagram connection in the app at any time, and withdraw the usage-analytics choice in Settings.
You may also complain to the relevant privacy authority, including the Office of the Privacy Commissioner of Canada, the Office of the Information and Privacy Commissioner of Alberta, Quebec’s Commission d’accès à l’information, or your local supervisory authority. This notice does not limit mandatory rights under applicable Canadian, European, UK, US-state, or other privacy laws.
14. Changes to this notice
We revise this notice when our data practices change. The revision date identifies the version. Material changes will be communicated as required, and new consent will be requested where applicable.