Armadia Privacy Policy

Last updated: 25 September 2026

Armadia ("Armadia", "we", "us", "our") is a personal wardrobe app that lets you catalogue your clothes, build outfits, and plan packing. Armadia is operated by Hannah Voice, an individual based in England, United Kingdom, who is the data controller responsible for your information.

This policy explains what personal data Armadia collects, how we use it, who we share it with, and the rights you have. If you have any questions, contact us at support@armadia.co.uk.

The information we collect

Information you give us

Account details. When you create an account you provide an email address and a password. Sign-in and passwords are handled by our authentication provider, Clerk (see "Who we share data with" below).
Your wardrobe content. The things you add to the app: photos of your clothing and related items, and the details you record about them, such as category, brand, colour, size, season, purchase date, price, notes, tags, and whether an item is a favourite or on your wishlist. This also includes the outfits, collections, and trip/packing plans you create.

Information we collect automatically

Basic technical logs. To keep the service running and secure, our servers record standard technical information such as your IP address, the time of a request, and error diagnostics.
We do not use analytics, advertising, or third-party tracking tools. Armadia contains no advertising or tracking software, and we do not build advertising profiles about you.

How we use your information

To provide the app and its features: storing your wardrobe, syncing it across your devices, and letting you sign in.
To process the photos you add: Photoroom removes their background so items display cleanly and restores transparency after an enhancement. If you choose an enhancement option (Lay flat, Ghost mannequin or Tidy up), Google's Gemini API applies the enhancement. See below.
To suggest item details when you add something new: the photo is read to work out things like its category, colour, and season, so those fields can be filled in for you. This uses Anthropic; see below.
To keep the service secure, diagnose problems, and prevent abuse.
To respond to you when you contact support.

We rely on the following legal bases under UK data protection law: performing our contract with you (to provide the app), our legitimate interests (to keep the service secure and working), and your consent where required.

We do not sell your personal data, and we do not share it for advertising. We use a small number of trusted service providers to run the app. They only process your data to provide their service to us:

Clerk handles account sign-up, log-in, and passwords. It receives your email address and authentication data, and may use Google reCAPTCHA to protect sign-up against bots and abuse.
Replit hosts the app and its servers, and stores your wardrobe database and photos (using Google Cloud Storage). Your photos and wardrobe details are stored on this infrastructure.
Photoroom removes the background from the photos you add. When you add or change a photo, the image is sent to Photoroom so the item can be shown on a clean background. It is also used again after an enhancement, to place the enhanced image back onto a transparent background. The processed image is returned to the app.
Google applies image enhancements. If you choose an enhancement option (Lay flat, Ghost mannequin or Tidy up), the image is sent to Google's Gemini API, which returns an improved version of it. We use Google's paid Gemini API, under which Google does not use your images to train its models.
Anthropic reads the photos you add in order to suggest item details. When you add a new item, the photo is sent to Anthropic's Claude API, which identifies things like the category, type, colours, and season so the app can fill those fields in for you. Anthropic does not use your photos to train its models.
RevenueCat manages subscriptions and purchases. It receives your account identifier and your email address, together with details of what you have bought — product and transaction identifiers, subscription status, and timestamps — so we know which plan and credits you are entitled to.
Apple distributes the app through the App Store and processes all payments. We never see or store your payment card details.

We may also disclose information if required by law, or to protect our rights, safety, or property.

Purchases and subscriptions

Payments are processed by Apple. We never see or store your payment card details.

We use RevenueCat to manage subscriptions and purchases. RevenueCat tells our servers what you have bought so we can apply the right plan and credits to your account.

We keep a record of your plan, your credit balance and your credit history in order to run the service, along with a record of each purchase so we can apply entitlements and handle refunds. The event notifications we receive from RevenueCat are deleted 90 days after they are processed; notifications that could not be processed may be kept longer so the problem can be investigated, and then follow the same 90-day period.

International transfers

Some of our providers are located outside the United Kingdom, including in the United States and the European Union. Where your data is transferred outside the UK, we rely on the providers' safeguards (such as standard contractual clauses) to protect it.

How long we keep your data

We keep your wardrobe data and account for as long as your account is active. When you delete your account, your account and associated wardrobe data are deleted. Photos sent to Photoroom to remove their background or restore transparency after an enhancement are subject to Photoroom's own retention practices. Photos sent to Google's Gemini API for enhancements are subject to Google's own retention practices. Photos sent to Anthropic are used only to suggest item details and are subject to Anthropic's own retention practices. Basic technical logs are kept only for a limited period for security and troubleshooting.

Deleting your data

You can delete your account and its data at any time from within the app: go to Settings > Account > Delete account. This removes your account and associated wardrobe data. You can also email us at support@armadia.co.uk and we will help.

Your rights

If you are in the UK or EU, you have the right to access the personal data we hold about you, to correct it, to delete it, to restrict or object to certain processing, and to receive a copy in a portable format. To exercise any of these, email support@armadia.co.uk.

You also have the right to complain to the UK Information Commissioner's Office (ICO) at ico.org.uk if you are unhappy with how we handle your data.

Security

We protect your data using encryption in transit, access controls, and per-user separation so that only you can access your wardrobe. No method of transmission or storage is completely secure, but we take reasonable steps to protect your information.

Children

Armadia is not directed to children under 13, and we do not knowingly collect personal data from children under 13. If you believe a child has provided us with personal data, please contact us so we can remove it.

Changes to this policy

We may update this policy from time to time. When we do, we will change the "Last updated" date at the top of this page. Significant changes will be highlighted in the app where appropriate.

Contact

Questions about this policy or your data? Email support@armadia.co.uk.