Privacy policy

Effective as of October 17, 2026.

California Notice at Collection / State Privacy Rights Notice: See the State privacy rights notice section below for important information about your rights under applicable state privacy laws.

American Phases LLC ("American Phases," "we," "us," or "our") is an online clothing brand. This Privacy Policy should be read together with our Terms of Use. It describes how we process personal information that we collect through our online store at americanphases.com and any other digital properties or services that link to this Privacy Policy (including our social media pages), as well as our marketing and customer-support activities (collectively, the "Service").

Index

Personal information we collect
Tracking & other technologies
How we use your personal information
Retention
How we share your personal information
Your choices
Other sites and services
Security
International data transfer
Children
Changes to this Privacy Policy
How to contact us
State privacy rights notice

Personal information we collect

Information you provide to us. Personal information you may provide to us through the Service or otherwise includes:

Contact data, such as your first and last name, email address, billing and shipping addresses, and phone number.
Profile data, such as the username and password you may set to establish an online account on the Service, your preferences, and any other information you add to your account profile.
Communications data based on our exchanges with you, including when you email our customer support, contact us through social media, or otherwise communicate with us.
Transactional data, such as information relating to or needed to complete your orders, including the products you buy, sizes, order numbers, and transaction history.
Marketing data, such as your preferences for receiving our marketing communications and details about your engagement with them.
User-generated content, such as product reviews, photos, comments, or questions you choose to submit.
Payment data needed to complete transactions. Payment card information is entered on and processed by our payment processors (see "Payment processors" below); we do not store your full card number.
Other data not specifically listed here, which we will use as described in this Privacy Policy or as otherwise disclosed at the time of collection.

Third-party sources. We may combine personal information we receive from you with personal information we obtain from other sources, such as:

Service providers that provide services on our behalf or help us operate the Service or our business, including our e-commerce platform (Shopify), our payment processors, and our print-on-demand fulfillment partner (Tapstitch), which reports production and shipping status for your order.
Social media and advertising platforms, such as Instagram, TikTok, Facebook, and Google, including information about how you interacted with our ads or social media pages.
Business transaction partners. We may receive personal information in connection with an actual or prospective business transaction, such as a merger, acquisition, or sale of assets.

Automatic data collection. We, our service providers, and our business partners may automatically log information about you, your computer or mobile device, and your interaction over time with the Service and our communications, such as:

Device data, such as your device's operating system type and version, manufacturer and model, browser type, screen resolution, device type, IP address, unique identifiers (including identifiers used for advertising purposes), language settings, and general location information such as city, state, or geographic area.
Online activity data, such as pages you viewed, how long you spent on a page, the website you visited before browsing to the Service, navigation paths between pages, items you viewed or added to your cart, access times, and whether you have opened our emails or clicked links within them.
Communication interaction data, such as your interactions with our emails (e.g., whether you open them), which we may collect through pixel tags embedded in our emails.

For more information concerning our automatic collection of data, please see the Tracking & other technologies section below.

Tracking & other technologies

Cookies and other technologies. Some of our automatic data collection is facilitated by cookies and other technologies. For more information, see our Cookie Notice. We will also store a record of your preferences in respect of the use of these technologies in connection with the Service.

Artificial intelligence ("AI") tools. We use AI tools provided by a third-party AI provider (Anthropic) to help operate our store and to help read and respond to customer-support emails. When you contact support, the content of your message and the order information needed to answer it (such as your name, email address, order number, and shipping status) may be processed by that provider to generate a response. You may ask for a person to review your request at any time by saying so in your message. We do not use your personal information to train AI models.

How we use your personal information

We may use your personal information for the following purposes or as otherwise described at the time of collection:

Service delivery and operations. We may use your personal information to:

provide the Service, process your payments, and fulfill and ship your orders (including sending your order details to our fulfillment partner);
process cancellations, replacements, and refunds;
establish and maintain your account on the Service;
enable security features of the Service;
communicate with you about the Service and your orders, including order confirmations, shipping updates, and support and administrative messages; and
provide customer support and respond to your requests, questions, and feedback.

Service personalization, which may include using your personal information to understand your interests, personalize your shopping experience, and remember your selections and preferences.

Service improvement and analytics. We may use your personal information to analyze your usage of the Service, improve the Service and the rest of our business, understand which pages and products are most and least visited, measure engagement with our emails, and develop new products. For more information on analytics, see our Cookie Notice.

Marketing and advertising. We, our service providers, and our third-party advertising partners may collect and use your personal information for marketing and advertising purposes:

Direct marketing. We may send you direct marketing communications and may personalize these messages based on your interests. You may opt out of our marketing communications as described in the Your choices section below.
Interest-based advertising. We, our service providers, and third-party advertising partners may use cookies and other technologies to collect information about your interaction with the Service, our communications, and other online services over time, and use that information to serve online ads that we or they think will interest you. This is called interest-based advertising. We may also share information about our users with these companies to facilitate interest-based advertising to those or similar users on other online platforms. You can learn more about your choices for limiting interest-based advertising in the Your choices section of our Cookie Notice.

Promotions. If we run discounts, giveaways, or other promotions, we may use your personal information to administer them and communicate with you about them.

Compliance and protection. We may use your personal information to:

comply with applicable laws, lawful requests, and legal process, such as to respond to subpoenas or requests from government authorities, and to meet tax and accounting obligations;
protect our, your, or others' rights, privacy, safety, or property (including by making and defending legal claims);
enforce the terms and conditions that govern the Service; and
prevent, identify, investigate, and deter fraudulent, harmful, unauthorized, unethical, or illegal activity, including payment fraud, cyberattacks, and identity theft.

Data sharing in the context of corporate events. We may share certain personal information in the context of actual or prospective corporate events — for more information, see How we share your personal information, below.

To create aggregated, de-identified, and/or anonymized data. We may create aggregated, de-identified, and/or anonymized data from your personal information by removing information that makes the data identifiable to you, and we will not attempt to reidentify any such data. We may use this data and share it with third parties for our lawful business purposes, including analyzing and improving the Service and promoting our business.

Further uses. If we wish to use your personal information for a purpose that is not compatible with the purpose for which it was collected, we will ask for your consent.

Retention

We generally retain personal information to fulfill the purposes for which we collected it, including for the purposes of satisfying any legal, accounting, or reporting requirements, establishing or defending legal claims, or for fraud prevention purposes. To determine the appropriate retention period for personal information, we may consider factors such as the amount, nature, and sensitivity of the personal information, the potential risk of harm from unauthorized use or disclosure, the purposes for which we process it and whether we can achieve those purposes through other means, and applicable legal requirements. When we no longer require the personal information we have collected about you, we may either delete it, anonymize it, or isolate it from further processing.

How we share your personal information

We may share your personal information with the following parties (or as otherwise described in this Privacy Policy, in other applicable notices, or at the time of collection).

Service providers. Third parties that provide services on our behalf or help us operate the Service or our business, including:

Shopify, which hosts our online store and processes store, order, and customer data. Shopify also uses certain information as described in the Shopify Consumer Privacy Policy.
Tapstitch, our print-on-demand fulfillment partner, which receives the order details and shipping information needed to produce and ship your order.
Shipping carriers, which receive your name, shipping address, and related details to deliver your order.
AI providers (Anthropic), which process customer-support messages as described in the Tracking & other technologies section above.
Providers of email delivery, marketing, analytics, information technology, and customer-support tools.

Payment processors. Any payment card information you use to make a purchase on the Service is collected and processed directly by our payment processors, such as Stripe and Shopify. Stripe may use your payment data in accordance with its privacy policy, https://stripe.com/privacy.

Advertising partners. Third-party advertising and social media companies, including Meta (Facebook and Instagram), TikTok, and Google, for the interest-based advertising purposes described above.

Third parties designated by you. We may share your personal information with third parties where you have instructed us or provided your consent to do so.

Linked third-party services. If you log into the Service with, or otherwise link your account to, a social media or other third-party service, we may share your personal information with that third-party service. The third party's use of the shared information will be governed by its privacy policy and the settings associated with your account with that service.

Professional advisors. Professional advisors, such as lawyers, accountants, bankers, and insurers, in the course of the professional services that they render to us.

Authorities and others. Law enforcement, government authorities, and private parties, as we believe in good faith to be necessary or appropriate for the Compliance and protection purposes described above.

Business transferees. We may disclose personal information in the context of actual or prospective business transactions (e.g., investments in or financing of American Phases, or the sale, transfer, or merger of all or part of our business, assets, or ownership interests). We may also disclose your personal information to an acquirer, successor, or assignee of American Phases as part of any merger, acquisition, sale of assets, or similar transaction, and/or in the event of an insolvency, bankruptcy, or receivership.

Other users and the public. Product reviews and other content you choose to post publicly on the Service may be visible to other users and the public, and can be seen, collected, and used by others. We are not responsible for any such use of this information.

Your choices

In this section, we describe the rights and choices available to all users. Users who are located in certain U.S. states can find additional information about their rights below.

Access or update your information. If you have registered for an account with us through the Service, you may review and update certain account information by logging into the account.

Opt-out of marketing communications. You may opt out of marketing-related emails by following the unsubscribe instructions at the bottom of the email, or by contacting us. If you opt out, you may continue to receive service-related and other non-marketing emails, such as order confirmations and shipping updates.

Cookies and other technologies. For information about cookies and other technologies employed by the Service and how to control them, see our Cookie Notice.

Blocking images/clear gifs. Most browsers and devices allow you to configure your device to prevent images from loading. To do this, follow the instructions in your particular browser or device settings.

Do Not Track. Some Internet browsers may be configured to send "Do Not Track" signals to the online services that you visit. We currently do not respond to "Do Not Track" signals, but we do honor Global Privacy Control signals as described below.

Declining to provide information. We need to collect personal information to provide certain services, such as processing and shipping your order. If you do not provide the information we identify as required, we may not be able to provide those services.

Linked third-party platforms. If you choose to connect to the Service through your social media account or other third-party platform, you may be able to use your settings on that platform to limit the information we receive from it. If you revoke our ability to access information from a third-party platform, that choice will not apply to information that we have already received.

Delete your account. To request that we close your account and delete your personal information, email us at support@americanphases.com.

Other sites and services

The Service may contain links to websites, mobile applications, and other online services operated by third parties. These links are not an endorsement of, or representation that we are affiliated with, any third party. We do not control third-party websites or services, and we are not responsible for their actions. We encourage you to read the privacy policies of the other websites and online services you use.

Security

We employ technical, organizational, and physical safeguards designed to protect the personal information we collect. However, security risk is inherent in all internet and information technologies, and we cannot guarantee the security of your personal information.

International data transfer

We are headquartered in the United States and may use service providers that operate in other countries, including for production and fulfillment of your order. Your personal information may be transferred to the United States or other locations where privacy laws may not be as protective as those in your state, province, or country.

Children

The Service is not directed to children under 13 years of age, and we do not knowingly collect personal information from children under 13. If you are a parent or guardian and believe we have collected personal information from your child in a manner prohibited by law, please contact us. If we learn that we have collected personal information from a child without the consent of the child's parent or guardian as required by law, we will comply with applicable legal requirements to delete the information.

Changes to this Privacy Policy

We reserve the right to modify this Privacy Policy at any time. If we make material changes, we will notify you by updating the date of this Privacy Policy and posting it on the Service or by other appropriate means. Any modifications will be effective upon our posting the modified version (or as otherwise indicated at the time of posting). Your use of the Service after the effective date of any modified Privacy Policy indicates your acknowledgment that the modified Privacy Policy applies to your interactions with the Service and our business.

How to contact us

If you have questions about our practices or would like to exercise any privacy-related right that may be available to you, please contact us:

Email: support@americanphases.com

State privacy rights notice

Except as otherwise provided, this section applies to residents of U.S. states to the extent they have privacy laws applicable to us that grant their residents the rights described below (collectively, the "State Privacy Laws").

This section describes how we collect, use, and share Personal Information of residents of these states and the rights these users may have with respect to their Personal Information. Not all rights listed below may be afforded to all users, and if you are not a resident of one of these states, you may not be able to exercise these rights. In addition, we may not be able to process your request if you do not provide us with sufficient detail to allow us to confirm your identity or understand and respond to it. To verify your identity, we will ask you to send your request from the email address associated with your account or orders and to provide details of a recent order (such as the order number), and we may ask for additional information where necessary.

For purposes of this section, "Personal Information" has the meaning given to "personal data," "personal information," or similar terms, and "Sensitive Personal Information" has the meaning given to "sensitive personal information," "sensitive data," or similar terms, in the State Privacy Laws, except that in neither case does such term include information exempted from the scope of the State Privacy Laws.

Your privacy rights. The State Privacy Laws may provide residents with some or all of the rights listed below. These rights are not absolute, and some State Privacy Laws do not provide these rights. We may decline your request in certain cases as permitted by law.

Information. You can request the following information about how we have collected and used your Personal Information: the categories of Personal Information we have collected; the categories of sources from which we collected it; the business or commercial purpose for collecting and/or selling it; the categories of third parties with which we share it; the categories of Personal Information we sold or disclosed for a business purpose; and the categories of third parties to whom it was sold or disclosed for a business purpose.
Access. You can request a copy of the Personal Information that we have collected about you.
Appeal. You can appeal our denial of any request validly submitted.
Correction. You can ask us to correct inaccurate Personal Information that we have collected about you.
Deletion. You can ask us to delete the Personal Information that we have collected from you.
Opt-out of certain processing for targeted advertising purposes. We may process Personal Information for targeted advertising purposes. You can opt out of certain processing of Personal Information for targeted advertising purposes.
Profiling/automated decision-making. We do not use your Personal Information to engage in profiling or to perform automated decision-making that results in significant financial impacts, significant impacts on housing, education, employment, health care, or criminal justice, or similarly significant impacts.
Opt-out of other sales of personal data. We do not sell your Personal Information for money. To the extent our use of advertising services is considered a "sale" or "sharing" under State Privacy Laws, you can opt out as described below.
Consumers under 16. We do not have actual knowledge that we collect, sell, or share the Personal Information of consumers under 16 years of age.
Sensitive Personal Information. We do not intentionally collect or process Sensitive Personal Information.
Nondiscrimination. You are entitled to exercise the rights described above free from discrimination as prohibited by the State Privacy Laws.

Exercising your right to opt out of the "sale" or "sharing" of your Personal Information. While we do not sell personal information for money, like many online stores we use services that help deliver interest-based ads to you, as described above. The State Privacy Laws may classify our use of some of these services as "selling" or "sharing" your Personal Information with the advertising partners that provide the services. You can submit requests to opt out of tracking for targeted advertising purposes or other sales of Personal Information on our data sharing opt-out page, via email to support@americanphases.com, or by broadcasting the Global Privacy Control ("GPC") signal. We honor GPC signals as valid opt-out requests for the sale or sharing of Personal Information, as required by applicable law. When we detect a GPC signal from your browser, we will treat it as a request to opt out of the sale or sharing of your Personal Information for that browser and device. For more information about GPC, visit https://globalprivacycontrol.org.

Exercising other state privacy rights. You may submit requests to exercise any of the other state privacy rights listed above via email to support@americanphases.com.

Verification of identity; authorized agents. We may need to verify your identity in order to process your requests to know, access, appeal, correct, or delete, and we reserve the right to confirm your residency. Under some State Privacy Laws, you may enable an authorized agent to make a request on your behalf. We may need to verify your authorized agent's identity and authority to act on your behalf, and may require a copy of a valid power of attorney or your written and signed permission for the agent, as well as confirmation directly from you that you authorized the request.

Information practices. The following describes our practices currently and during the past 12 months:

Sources and purposes. We collect all categories of personal information from the sources, and use them for the business/commercial purposes, described above in this Privacy Policy.
Retention. The criteria for deciding how long to retain personal information are generally based on whether such period is sufficient to fulfill the purposes for which we collected it as described in this notice, including complying with our legal obligations.
Deidentification. We do not attempt to reidentify deidentified information derived from personal information, except for the purpose of testing whether our deidentification processes comply with applicable law.

Personal information that we collect, use, and disclose. The chart below summarizes the Personal Information we collect, the purposes for which we collect it, and the third parties to whom we may disclose it, by reference to the categories in the "Personal information we collect" section above and the categories specified in the CCPA (Cal. Civ. Code §1798.140). Information you voluntarily provide to us, such as in free-form support messages, may contain other categories of personal information not described below.

Personal Information we collect	CCPA statutory category	Purposes	Categories of third parties to whom we "disclose" PI for a business purpose	Categories of third parties to whom we "sell" or "share" PI
Contact data	Identifiers; California customer records	Service delivery and operations; marketing; compliance and protection	Service providers (Shopify, Tapstitch, shipping carriers, AI and email providers); payment processors; professional advisors; authorities	Advertising partners
Profile data	Identifiers; California customer records	Service delivery and operations; personalization	Service providers	None
Communications data	Identifiers; California customer records	Customer support; service delivery; compliance	Service providers (including AI providers)	None
Transactional data	Commercial information	Service delivery and operations; analytics; marketing; compliance	Service providers; payment processors; professional advisors	Advertising partners
Payment data	Financial information; California customer records	Processing payments; fraud prevention	Payment processors (Stripe, Shopify)	None
Marketing data	Commercial information; Internet or network activity	Marketing and advertising	Service providers	Advertising partners
Device and online activity data	Identifiers; Internet or network activity information; geolocation data (general, not precise)	Analytics; personalization; marketing and advertising; security	Service providers	Advertising partners
User-generated content	Identifiers; audio, electronic, visual, or similar information	Service delivery; marketing	Service providers; the public (where you post it)	None

Additional information for California residents — Shine the Light. Under California's Shine the Light law (California Civil Code Section 1798.83), California residents may ask companies with whom they have formed a business relationship primarily for personal, family, or household purposes to provide the names of third parties to which they have disclosed certain personal information during the preceding calendar year for their own direct marketing purposes, and the categories of personal information disclosed. You may send us requests for this information to support@americanphases.com. In your request, you must include the statement "Shine the Light Request," provide your first and last name and mailing address, and certify that you are a California resident. We reserve the right to require additional information to confirm your identity and California residency.

Additional information for Nevada residents. Nevada residents have the right to opt out of the sale of certain personal information for monetary consideration. While we do not currently engage in such sales, if you are a Nevada resident and would like to opt out of any potential future sales, please email support@americanphases.com.

Contact us. If you have questions or concerns about our privacy policies or information practices, please contact us using the details in the How to contact us section above.

This document is based in part on a template prepared and made publicly available by General Legal, PC ("General Legal"). It is provided for general reference purposes only and does not constitute legal advice. General Legal has not reviewed, and takes no position on, any modifications made to this document.