Privacy policy

Last updated: 29 Jul 2026

2929 is operated by 29TWENTYNINE LIMITED, 182-184 High Street North, Office 17774, London E6 2JA, United Kingdom ("2929", "we", "us"). We are the data controller of your personal information under UK data protection law. Our store is hosted on Shopify, which processes data on our behalf and, for certain features described below, as a controller in its own right.

This policy explains what personal information we collect when you visit our website, make a purchase, or contact us - and how we use, share, and protect it.

What We Collect

Contact details - name, email address, phone number, billing and shipping address.
Order and payment information - items you view, add to your cart, or purchase; transaction history; payment details (processed securely by our payment providers - we never see or store your full card number).
Account information - username, password, and preferences, if you create an account.
Communications - messages you send us, such as customer support enquiries.
Device and usage information - IP address, browser and device type, and how you navigate our site, collected automatically via cookies and similar technologies.

We collect this information directly from you, automatically when you use the site, and from service providers acting on our behalf. We do not knowingly collect information from anyone under 18; if you believe a child has provided us with personal information, contact us and we will delete it.

How We Use It - and Our Legal Basis

Purpose	Legal basis
Processing and delivering your orders, payments, returns, and refunds	Performance of our contract with you
Managing your account and responding to your enquiries	Performance of our contract / legitimate interests
Sending you order and delivery notifications	Performance of our contract
Email marketing about our products and offers	Your consent, or the "soft opt-in" where you've bought from us - you can unsubscribe at any time via the link in every email
Personalising your shopping experience and improving our site	Legitimate interests
Fraud prevention and site security	Legitimate interests / legal obligation
Complying with law, tax, and accounting requirements, and responding to valid legal requests	Legal obligation
Non-essential cookies and online advertising	Your consent, given via our cookie banner

Who We Share It With

We share personal information only where necessary to run our business:

Shopify, which hosts our store, and service providers who handle payment processing, order fulfilment and shipping, IT, analytics, and customer support - all under contracts limiting their use of your data.
Advertising and marketing partners, where you've consented via our cookie banner, to show you relevant ads.
Authorities or other parties where required by law, to enforce our terms, or in connection with a business sale or restructuring.

We do not sell your personal information.

Shopify's own use of data: Shopify provides certain enhanced features using information about your interactions with our store and other Shopify-powered stores. For those features, Shopify acts as a data controller. You can learn more and exercise your rights directly with Shopify at https://privacy.shopify.com/en.

Cookies

We use essential cookies to make the site work (e.g. your cart and checkout), and - only with your consent - analytics and advertising cookies. You can accept or reject non-essential cookies via our cookie banner and change your choice at any time. We honour the Global Privacy Control signal as an opt-out where applicable.

International Transfers

Some of our service providers process data outside the UK. Where we transfer your personal information internationally, we use safeguards recognised under UK law - such as adequacy regulations or the UK International Data Transfer Agreement / Addendum to the EU Standard Contractual Clauses.

How Long We Keep It

Order and transaction records - 6 years after the transaction, to meet tax and accounting obligations.
Account information - for as long as your account is active, then deleted or anonymised within 12 months of closure or your deletion request.
Marketing data - until you unsubscribe or withdraw consent.
Support correspondence - 24 months after the enquiry is resolved.

Where a dispute or legal claim requires it, we may retain relevant records for longer.

Security

We use appropriate technical and organisational measures to protect your personal information, including encryption of payment transactions. No system is completely secure, so please avoid sending sensitive information over unsecured channels and keep your account password confidential.

Your Rights

Under UK data protection law, you have the right to: access the personal information we hold about you; ask us to correct or delete it; restrict or object to certain processing; receive a copy in a portable format; and withdraw consent at any time where processing is based on consent (this won't affect processing already carried out).

To exercise any of these rights, email us at info@29twentynineclothing.com. We may need to verify your identity, and we will respond within one month. We will never penalise you for exercising your rights.

Complaints

If you're unhappy with how we've handled your personal information, please contact us first and we'll do our best to resolve it. You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk, or to your local supervisory authority if you live in the EEA.

Changes to This Policy

We may update this policy from time to time. We'll post the revised version here with a new "Last updated" date, and notify you of significant changes where the law requires it.