Privacy Policy

Awesome Shoes is committed to protecting and respecting your privacy. This notice describes what personal data we collect, how we will use that data and how we keep your data safe. For additional information on how we use cookies, please refer to our Cookie Policy. For all other information regarding our services, please refer to our Terms & Conditions.

In this Privacy Notice we will cover:

1. Who is the data controller?

The data controllers for any personal data we hold about you are Awesome Shoes Ltd of 55 North Woolwich Road, London, E16 2AA, United Kingdom.

We are responsible for ensuring that your data is held securely, that you are given accurate information about how your data is used, and that your rights regarding your data are respected. The products we sell are not aimed specifically at individuals under the age of 18, we do not promote our products to this market and we cannot identify individuals of this age and under, on our database. Please refer to our Terms & Conditions for more information.

2. What personal data do we process, for which purpose and what is our legal basis for processing it?

We collect data from you when you visit our website or while using our associated apps (“websites and Apps”). The data we collect includes your name, email address, telephone number and billing/delivery address, your day and month of birth, your favourite brands and information regarding your browsing and shopping behaviour. Data is collected when you place an order, call our Customer Care team, register with us, opt in to our marketing communications, browse our site and use other services offered by our site. The data we collect is used to take your order, process payment and deliver your purchase to you. We also use it to deliver marketing communications, give access to services for registered users, personalise your visit to our site and provide assistance via our Customer Care team.

We must have a valid reason for processing your personal data and we may not collect, store or use data about you that is not compatible with that reason. There are four valid reasons for our use of your personal data: Performance of a Contract, our Legitimate Interests as a business, a Legal Obligation we are required to follow and Consent which you provide to us.

If you have given your consent to our use of your personal data, you are entitled to withdraw this consent at any time.

The data we process, and the legal basis we use to process it is detailed below:


Purpose: When you purchase a product from our websites and Apps we ask you for the personal data necessary to allow us to fulfil our contract with you including despatching your item and taking payment from you. Your personal data will also be used to manage your requests for customer service.
Personal data processed: Contact details (name, address, postcode, phone number), financial details (credit and debit card details etc), delivery address.

Purpose: When you register on the website, convert your guest account to a registered account or download the App we ask you for the personal data necessary to allow you to benefit from services reserved for registered users.
Personal data processed: Name, email address, day and month of birth, brand and other preferences.

Purpose: If you are a member of a reward programme with one of our partners, your personal data will be used to fulfil your reward including despatching your item, taking payment from you and managing your requests for customer service.
Personal data processed: Contact details (name, address, postcode, phone number), financial details (credit and debit card details etc), reward value, partner programme, delivery address.

Purpose: When you sign up to our Recommend a Friend scheme following a friend’s referral.
Personal data processed: Name, email address and order ID.

Purpose: When you have referred a friend to get validation of the referral and the referral reward.
Personal data processed: Name and email address.

Purpose: We may capture images of your parcel and delivery location to provide proof of delivery.
Personal data processed: Short term storage of photographic image of delivery location, date, time and geographical coordinates.


Purpose: For direct marketing by email and, from time to time, telephone, SMS or WhatsApp along with the use of tracking technologies to make sure the message has been delivered, that you have opened it and to monitor if you have clicked on any of the links.
Personal data processed: Name, email address, browsing and purchase history, engagement with email and its content, date of consent.

Purpose: Push notifications via our websites and Apps to offer goods and services that may be relevant to you. These can be configured in the settings of your device or browser.
Personal data processed: Products purchased, viewed, or placed in cart, name, device ID or IP address; language used to navigate and version of your use (country); information on the device and browser you use; date and time when you provided consent to receiving web push notifications; date of creation of the account; date of last visit to our site.

Purpose: If you have consented to receive email communications, we may supply your email address to social media or digital advertising companies who work on our behalf, such as Facebook to show you advertising via these sites that is tailored to your interests and your purchase history.
Personal data processed: Email address.

Purpose: When you receive email marketing communications from us after entering a competition run by one of our affiliate partners.
Personal data processed: Name and email address.

Purpose: When you are contacted and sign up to take part in our market research programmes.
Personal data processed: Name, email address and dependent upon the type of research, other relevant information, for example age or place of domicile may also be collected.

Legitimate Interests

Purpose: Calls to our Customer Care team are recorded and live chat messages monitored to ensure a high level of customer service to our clients to enable the development of staff training and to manage queries, complaints, or disputes.
Personal data processed: Recordings of calls to our Customer Care teams, live chat messages, customer name, account ID, and order ID, the pages you have viewed and items in your Shopping Bag, and any other contact details you might provide to us during the course of the conversation.

Purpose: To understand customers’ patterns, their needs, the products and services that they are interested in, we analyse shopping histories, browsing histories, customer demographics, and market research information. This helps us to offer an enhanced customer experience and to provide relevant products, personalised services and offers, and to better manage customers’ relationships. It also helps us tailor the marketing that individuals receive in our marketing messages or are shown on our own and other websites and mobile apps including social media.
Personal data processed: Customer ID, e-mail address, browsing data, IP address, order history, products added to wish list or basket, age, gender, physical address, market research information such as attitudes to fashion, service needs, and spend on designer clothing.

Purpose: When we have a service message we need to send you via email confirming your order or returns or informing you of any changes that might affect your order, our service to you, or changes to terms and conditions.
Personal data processed: Name and email address.

Purpose: When you save an item to your Shopping Bag but don’t check out, we’ll send you an email service message to remind you that you haven’t checked out.
Personal data processed: Name, email address, item(s) saved in Bag.

Purpose: When you make a purchase on any of our websites, we will use some of your personal data to carry out anti-fraud activities: we have a legitimate interest in carrying out this activity to prevent and prosecute any fraudulent activity.
Personal data processed: Name, billing and shipping address, email address, phone number, payment information, previous order history.

Purpose: When you make a purchase, we may request feedback on your buying experience typically via pop-up surveys or email.
Personal data processed: Name, email address, telephone number, products purchased, feedback comments.

Purpose: To collect information on our brand influencers and understand their impact.
Personal data processed: Publicly available data on your social network that includes name, username(s), posts, views, followers, shares, comments, and bio descriptions and to which the Awesome Shoes Ltd may add further information such as contact details (phone number, email, and address), industry category, territory, age, gender, favourite products or other relevant information.

Purpose: We collect and utilise information about professionals in the fashion industry in order to send PR communications and event invitations.
Personal data processed: Name, job role, job title, and email address.

Purpose: We may use your data to establish or exercise our legal rights or to defend against any legal claims.
Personal data processed: Identification data and other personal data that may be relevant to the specific legal claim.

Legal Obligations

Purpose: When you make a purchase on our websites and Apps, we are required to process your personal data to meet our legal obligations in accordance with the tax provisions and other statutory rules which apply.
Personal data processed: Contact details and details of your financial transaction with us.

Purpose: When we process your information in response to you exercising your data subject rights.
Personal data processed: Name, contact information, purchase history, other information you have specifically requested.


Our websites use cookies and similar technologies such as pixels and beacons to collect information. Such technology is widely used in order to make sites work, or work more efficiently, as well as to provide information to the owners of the site, for example, your language preference, sign in information or usage of the site’s services and applications. Cookies are also used to show the user products and services based on their preferences as well as to allow third-party partners to deliver relevant advertising. Full information on cookies and how you can set your preferences can be found in our Cookie Policy.

3. Who will process your data?

Your personal data will be processed by the internal staff of the Awesome Shoes Ltd who have been specifically trained and authorised for this processing.

Your personal data will also be transmitted to third parties that we use to provide our services; these parties have been rigorously assessed for the way in which they manage personal data and may only use your data for the exact purposes that we specify in the contract with them.

The third parties in question belong to the following categories:

We may also transfer your personal data to a buyer or potential buyer if our assets are acquired by another organisation. The purchaser will be required by law to use your personal data only as described in this Privacy Policy.

4. Data transfer outside of the European Union

Some of the third parties listed in the previous section 'Who will process your data?' may be located in countries outside the United Kingdom (UK), European Union (EU) or European Economic Area (EEA) that nevertheless offer an adequate level of data protection, as established by specific decisions of the European Commission.

The lawful transfer mechanism of your personal data to countries that do not belong to the UK, EU or EEA and that have not been assessed as offering adequate levels of protection will be performed only after Standard Contractual Clauses have been put in place alongside any supplementary measures that are deemed necessary on a case-by-case basis; if the transfer is necessary for the purchase of goods offered on our website or for registration on the website or use of services on the website; for the management of your requests or fulfilment of a legal obligation.

5. How long do we keep your data?

We keep your personal data for a limited period of time in line with our data retention policy. The specific retention period will vary according to the reason for processing your personal data. After this period, your data will be permanently erased or otherwise irreversibly rendered anonymous.

6. Your rights

You have the following rights under data protection law:

To exercise any of these rights, you can sign in to your account, contact our Customer Care team at or write to our Data Protection Officer (DPO) by writing to "Data Protection Officer" at 55 North Woolwich Road, London, E16 2AA, United Kingdom.

If you believe that Awesome Shoes Ltd are processing your data illegally, you have the right to lodge a complaint with the Supervisory Authority. In the UK, this is the ICO.

7. Security

We are committed to taking appropriate technical, physical and organisational measures to protect personal information against unauthorised access, unlawful processing, accidental loss or damage, and unauthorised destruction.

In particular, we use security measures that employ pseudonymisation or encryption of your data to ensure the confidentiality, integrity, and availability of your data as well as the resilience of the systems and services that process them. We have the ability to restore the availability and access to personal data in the event of a physical or technical incident. Furthermore, Awesome Shoes Ltd undertakes to test, verify and regularly evaluate the effectiveness of technical and organizational measures in order to ensure continuous improvement in the safety of processing.

8. Changes to this notice

We keep our Privacy Policy under regular review in order to reflect changes in our services and in privacy regulation. We will contact you if we make significant changes in the Privacy Policy.

Last updated March 11, 2024

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