Last updated: 7 November 2025
When you visit shadesunderwear.dk, SHADES Underwear ApS processes personal data about you.
This privacy policy explains which information we collect, how we process it, what we use it for, and what rights you have.
SHADES Underwear ApS
Krausesvej 3
2100 København Ø
CVR-nr.: 42524956
E-mail: info@shadesunderwear.dk
We are the data controller for the processing of your personal data.
When you shop with us or contact us, we typically collect:
Name
Address
Phone number
Email address
Payment information (processed by our payment provider – we do not have access to your full card details)
Order and return information
When using our webshop, we collect technical data such as:
IP address
Browser type
Device information
Cookies
Behavioural data (e.g. which pages you visit)
We may receive information from:
Payment providers
Delivery partners
Analytics and marketing tools (e.g., Google Analytics, Meta Pixel)
We process your personal data for the following purposes:
To deliver your order, handle payment, returns, customer service, etc.
Legal basis: GDPR art. 6(1)(b) – performance of a contract.
If you have given consent, we send newsletters, offers, and product updates.
Legal basis: GDPR art. 6(1)(a) – consent.
For analytics, statistics, and improving your user experience.
Legal basis: GDPR art. 6(1)(f) – legitimate interest.
E.g. bookkeeping requirements and documentation duties.
Legal basis: GDPR art. 6(1)(c) – legal obligation.
Your personal data is stored only for as long as necessary:
Order data: 5 years (according to the Danish Bookkeeping Act)
Customer service enquiries: Up to 2 years
Newsletter subscriptions: Until you withdraw your consent
Cookies: See our cookie policy on the website
We only share data with trusted partners, including:
Payment providers
Delivery and logistics partners
IT and hosting providers
Analytics and marketing platforms (e.g., Google, Meta)
All data processors may only process your information according to our instructions and under valid data processing agreements.
If we use services outside the EU/EEA (e.g. Google or Meta), data may be transferred to the USA.
This always happens under valid transfer mechanisms such as:
EU Commission Standard Contractual Clauses (SCC)
Supplementary security measures
You have the right to:
Access the data we process about you
Have inaccurate data corrected
Have your data deleted (with certain exceptions)
Restrict processing
Object to processing
Receive your data in a portable format (data portability)
Withdraw consent for newsletters and marketing
If you wish to exercise your rights, please contact us at: info@shadesunderwear.dk
We take data security seriously and protect your information from unauthorised access, loss, and misuse through technical and organisational security measures.
If you are dissatisfied with our processing of your personal data, you have the right to file a complaint with:
The Danish Data Protection Agency
Carl Jacobsens Vej 35
2500 Valby
This privacy policy may be updated continuously. The latest version will always be available on our website.
Follow us on
