Privacy Policy

In plain language: We collect your name, email, address, and payment details to fulfill your orders. We use Shopify to run our store, Printify to produce your items, and Google Analytics, Meta, and TikTok for advertising. We do not sell your personal information for money, and you can opt out of targeted advertising where applicable. You can opt out of marketing emails at any time using the unsubscribe link, and you can contact us at support@morningattire.com to exercise your privacy rights or ask questions.

Morning Attire LLC ("we," "us," or "our") operates the website morningattire.com and all related services to provide you with a curated shopping experience (the "Services"). Morning Attire is a small, family-owned apparel business based in Verona, Wisconsin. Our Services are powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase through the Services or otherwise communicate with us. By using any of the Services, you acknowledge that you have read and understand this Privacy Policy.

Personal Information We Collect

We may collect the following categories of personal information depending on how you interact with the Services: Contact details including your name, address, billing address, shipping address, phone number, and email address. Financial information including payment card details and transaction information — payment processing is handled securely by Shopify Payments, and we never store your full credit card numbers or CVV codes on our servers. Account information including your username, password, preferences, and settings. Transaction information including items you view, add to your cart, purchase, return, or exchange. Communications with us including customer support inquiries. Device information including your IP address, browser type, device type, operating system, and unique identifiers. Usage information including how and when you interact with or navigate the Services.

How We Collect Your Information

We collect personal information from the following sources: directly from you when you create an account, visit the Services, communicate with us, or provide your information; automatically through the Services using cookies and similar technologies when you use our website; from our service providers when they collect or process information on our behalf; and from our partners or other third parties.

How We Use Your Personal Information

We use your personal information to: provide, tailor, and improve the Services, including processing payments, fulfilling orders, remembering your preferences, arranging shipping, facilitating returns and exchanges, and creating a customized shopping experience; send marketing and promotional communications by email (only if you have opted in — you may opt out at any time by clicking the unsubscribe link); detect, investigate, and prevent fraudulent, illegal, or malicious activity and secure our services; provide customer support and respond to your inquiries; and comply with applicable law or respond to valid legal process. We do not currently send marketing communications via SMS or text message.

How We Disclose Personal Information

We may disclose your personal information to: Shopify (our e-commerce platform, for hosting, payment processing, and data analytics); Printify (our print-on-demand production and fulfillment partner); Google Analytics and Google Ads (website analytics and advertising); Meta/Facebook (advertising); and TikTok (advertising). We share information with these third parties only as necessary to operate our business. We may also disclose information when you direct us to, in connection with a business transaction, to comply with legal obligations, or to protect the Services and our rights. We do not sell your personal information to third parties for their own marketing purposes.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services. Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside, in order to provide and improve the Services. To learn more about how Shopify uses your personal information, you can visit the Shopify Consumer Privacy Policy at privacy.shopify.com.

Cookies and Tracking

Our website uses cookies and similar tracking technologies. Types of cookies we use include: essential cookies (required for shopping cart and checkout — cannot be disabled), analytics cookies (Google Analytics — help us understand how visitors use our site), and advertising cookies (Meta, TikTok, Google Ads — used to show you relevant ads on other platforms). You can control cookie settings through your browser preferences. If you visit our website with the Global Privacy Control opt-out preference signal enabled, we will treat this as a request to opt out of targeted advertising for that device and browser. To learn more about Global Privacy Control, visit globalprivacycontrol.org. Other than Global Privacy Control, we do not respond to other "Do Not Track" signals.

Security and Data Retention

We implement industry-standard security measures to protect your personal information. Our website uses SSL/TLS encryption for all data transmission. Payment processing is PCI-DSS compliant through Shopify Payments. Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." We retain your personal information for as long as necessary to fulfill orders, provide customer support, maintain your account, comply with our legal and tax obligations, and resolve disputes. Marketing data is retained until you unsubscribe or request deletion.

Your Rights and Choices

Depending on where you live, you may have some or all of the following rights: Right to Access — request access to personal information we hold about you. Right to Delete — request that we delete your personal information. Right to Correct — request that we correct inaccurate information. Right of Portability — request a copy of your personal information in a portable format. Right to Opt Out of Sale or Sharing — opt out of the "sale" or "sharing" of your personal information for targeted advertising purposes (we do not sell personal data). Managing Communications — opt out of promotional emails at any time using the unsubscribe link; we may still send non-promotional emails about your account or orders. To exercise any of these rights, please contact us at support@morningattire.com. We will respond within 30 days. We will not discriminate against you for exercising any of these rights.

Children's Privacy

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of 13. If you are the parent or guardian of a child who has provided us with their personal information, please contact us using the contact details below to request that it be deleted. As of the effective date of this Privacy Policy, we do not have actual knowledge that we share or sell personal information of individuals under 16 years of age.

International Transfers

Please note that we may transfer, store, and process your personal information outside the country you live in. If we transfer your personal information out of the European Economic Area or the United Kingdom, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

Third-Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies. We do not guarantee and are not responsible for the privacy or security of such sites.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this page and update the "Last updated" date.

Contact Us

If you have questions or concerns about this Privacy Policy or our data practices, or if you would like to exercise any of your rights, please contact us at: Morning Attire LLC, 200 E. Verona Avenue, Suite 1001, Verona, WI 53593. Email: support@morningattire.com. Phone: (608) 284-8887. Hours: Monday–Friday, 9:00 AM – 5:00 PM Central Time. We aim to respond to all privacy inquiries within 1–2 business days.