Privacy Policy
MOOTD is run by MOOTD SIA, a company registered in Latvia, registration number 40203765421. We decide how your data is used, which makes us the data controller. Questions: info@mootd.ai.
This policy covers the MOOTD app and mootd.ai.
What we collect
When you sign up: your email address and a password. We never see your password: it goes straight to our sign-in provider, which stores it only in hashed form. If you sign in with Apple or Google instead, we receive your email address and, if you let them share it, your name. You can also add a name in your profile; it's optional.
When you use the app:
- photos of your clothes, and the details MOOTD works out from them: category, colour, material, pattern, fit, and the brand when a label is readable in the photo. You can correct any of them.
- a fingerprint of each photo (a short code that can't be turned back into the picture), so we can spot duplicates.
- the outfits we suggest, which ones you pick or pass on, and what you wore when, with that day's city and weather.
- a record of your most recent requests to our AI and its answers, so we can look into it when a suggestion goes wrong.
How you use the app: for analytics, we collect which screens you open, which features you use and how long you spend in the app. Our own servers record this linked to your account. We also use Google's app analytics service (Firebase), which additionally records your device model, operating system, app version, rough location (country or city) and a random ID for your installation of the app. Firebase doesn't receive your name or email. We use all of this to understand how MOOTD is used and to improve the product. Our cloud provider also records your IP address in its technical logs. We don't collect crash reports or advertising IDs.
Your location: MOOTD needs to know which city you're in, because an outfit suggestion that ignores the weather isn't much of a suggestion. You can let your phone share your location, or choose your city yourself. If you share it, your phone's own place-name service (Apple's on iPhone, Google's on Android) turns your position into a city name, and the app rounds the position to about 1 km before it reaches us. We only read it while you're using the app, never in the background.
We keep your current city and its rounded location in your profile, and the city and weather with each outfit you record, which is what your calendar shows. Apart from our cloud provider's technical logs, we don't keep any other record of where you've been. To get the forecast, we send rounded coordinates, never your name or account, to a weather service. City names you search for go to the same service. You can turn location sharing off in your phone's settings at any time and choose your city by hand instead.
Your Persona: MOOTD reads the details of your clothes (not the photos) to describe your style persona. It's worked out automatically, shown to you in the app, and changes as your wardrobe does. Our team can see when a persona changes, linked to your account, so we can check the feature works; no one else sees it. In data-protection terms this is profiling, but it has no legal or similarly significant effect on you: it only shapes what we suggest you wear.
MOOTD is free, so there's no payment data at all — no card, no billing address, nothing.
We don't send marketing emails. We don't use advertising trackers. We don't buy data about you from anyone.
MOOTD is built around photographing clothes rather than people. Please don't upload photos of other people without their agreement. If we add features designed around photos of you, we'll explain what changes before they arrive.
Why we're allowed to use it
Most of it because you asked us to run the app for you — that's the contract between us, and without the data there's no product. Location falls under the same heading: it's part of giving you a recommendation worth having. Usage analytics, technical logs, security, and reviewing recent AI answers to improve how MOOTD makes suggestions are based on our legitimate interest in making the product work well; you can object at any time. Photo support access (below) is based on your consent.
Your photos and AI
Photo processing starts only after you allow it in the app. When you add an item, the photo comes to our servers, where we remove hidden camera data such as GPS location. We then send it to an AI provider, which processes it in the European Union, to identify the garment, work out its details and create a clean image of it. That clean image, not your photo, is what appears in your wardrobe, and you check it before saving.
When you save the item, we delete your original photo straight away. Our storage keeps a recovery copy for 7 days in case of mistakes, then it's gone for good. If you start adding an item and don't save it, the photo stays in our storage, linked to your account, until you delete the account.
If a photo shows you wearing the item, the AI sees the whole photo, you included, so it can identify the garment and create the clean image. The clean image shows only the garment.
To suggest outfits, we send the AI provider the details of your clothes, the day's forecast and what you've worn recently. Never your photos, name, email or exact location.
Whichever AI provider we use, this always applies:
- Your photographs are never used to train AI models. Not by us, not by them.
- Every provider works under a data processing agreement.
- No provider keeps your photos longer than 30 days.
- They don't get your name or email with anything we send.
Photo support access. If something goes wrong with a photo and you want our help, you can let our team see the photos you've added for 7 days (Profile → Privacy & data → Photo support access). You can withdraw it at any time, and it ends on its own after 7 days. We use what we see only to fix the problem and improve how MOOTD recognises clothes, never to train AI models.
Who else touches your data. Beyond AI processing, we use Google for cloud hosting, storage, sign-in (including password-reset emails) and app analytics, and a weather service for forecasts. Our providers work under contract, on our instructions, and for nothing else. Our analytics isn't used for advertising, and the app doesn't use crash-reporting or advertising companies. If you sign in with Apple or Google, their own privacy policies cover that sign-in. If you want to know exactly who our providers are, email info@mootd.ai and we'll tell you.
Your wardrobe is private. Other users can't see it. We don't sell it and we don't publish it. Our team doesn't browse wardrobes. Admin access to live data is limited to a small team using two-factor sign-in, and only for fixing a fault or answering a support request you sent. Our admin tools hide your name and location unless someone records a reason for revealing them, and that is logged.
When you share an outfit image, it goes wherever you send it. Once it's left the app, we can't recall it.
How your suggestions improve
MOOTD adapts to you. What you wear, which suggestions you pick or pass on, and what's in your wardrobe shape what it suggests next. That happens within your own account. We don't train any AI model on your data. If we ever want to, we'll tell you before it happens, and you'll be able to say no.
We also look at how features are used across MOOTD as a whole, and at recent AI answers, to find and fix what isn't working.
Where it lives
Your photos, wardrobe and profile are stored on Google Cloud in the European Union, and AI processing happens in the EU too.
Some services we rely on can process data outside Europe: our sign-in and app analytics provider, Apple or Google if you sign in with them, your phone's place-name service, and the weather service. Where that happens, we rely on the safeguards the GDPR provides, such as the European Commission's Standard Contractual Clauses. Email us if you want a copy.
How long we keep it
While your account is alive, we keep your wardrobe, outfits and history.
Delete an item and it leaves your wardrobe straight away. Outfits you saved or wore that included it keep it, so your history stays intact, and its image stays in our storage, linked to your account, until you delete the account.
Delete your account and everything goes straight away: profile, photos, wardrobe, outfits, history, usage data and your sign-in. If a step fails, we retry automatically until it's done. Deleted photos stay recoverable by us for 7 days, then they're gone for good. We keep a note that an account was deleted: a one-way scrambled version of its ID and the date, with no name, email or content. Our cost records for AI use and our admin activity log refer to the account only by that scrambled ID.
Usage data and records of your AI requests: we keep only the most recent ones, and delete yours when you delete your account.
App analytics held by Google: 14 months. It isn't linked to your name or email, so it isn't part of account deletion.
Technical logs kept by our cloud provider: 30 days.
Website analytics (only if you accept them): 14 months.
Support emails: two years.
We don't keep separate backup copies of your data.
What you can do
You can get a copy of your data, correct it, delete it, take it elsewhere, object to how we use it, or withdraw consent you've given.
In the app:
- Download your data: Profile → Privacy & data → Download my data (your data as a file) or Download photos & data (your data plus your images).
- Delete your account: Profile → Delete account.
Or email info@mootd.ai. We'll reply within a month.
If we get something wrong, tell us and we'll fix it. You also have the right to complain to a data protection authority — in Latvia that's Datu valsts inspekcija (dvi.gov.lv), or your own country's authority if you're elsewhere in the EU.
The rest
Security. Data is encrypted in transit and at rest, photos are stored privately, passwords are hashed by our sign-in provider, and admin access needs two-factor sign-in. No system is perfect. If something happens that puts you at real risk, we'll tell you and notify the regulator within 72 hours.
Age. You need to be 16 or older.
Automated decisions. MOOTD suggests what to wear. That's it — no decisions with legal or serious effects, so the GDPR rules on automated decision-making don't apply.
Cookies. The app doesn't use tracking cookies. The website uses essential ones, plus analytics if you agree to them in the banner. You can change your mind in the footer.
Changes. If we change something that matters — new kind of data, new purpose, a new AI provider handling your photos — we'll tell you before it happens, by email or in the app. Not after.
MOOTD SIA · Registration number 40203765421 · Latvia · info@mootd.ai