Cookie Policy

Cookie- & Personal data policy

We process your personal data in accordance with the General Data Protection Regulation (GDPR) and national data legislation. Below you can read a short description of how we collect data, what data we collect and why as well as how we protect and store your data.

This Cookie and Personal Data Policy is subject to change without notice, in the event of any changes to the way we process your data. The latest version will always be available here on our website.


1. How do we collect information about you?

In addition to the data, you knowingly enter on ( in connection with normal use, Minus | Redefined Fashion A/S reserves the right to receive, process and store data about you in connection with your behaviour on the site. This data can come from:

  • Cookies - small files, containing various personal data, stored on your device.
  • Web beacons - underlying code that collects and sends personal data about your customer journey on ( to third parties for use in e.g., personalized marketing. Third parties may include providers such as Facebook, Google and Klaviyo.
  • Other storage technologies - including methods such as server-based storage that provides aggregated data about your customer journey on the site.


Additionally, we also collect data about you when you complete one of our popular style tests or participate in various competitions or games offered by our partner and third-party software provider LeadFamly.


2. What information do we collect about you?

Some data is collected to be able to process and ship your order. Other data is collected so we may provide the best customer service and create exceptional user experiences. This section gives you an overview of what data we collect and what we use it for.

2.1 Order processing

When you make a purchase on ( we collect the following information:

  • First and last name
  • Address, zip code, city, and country
  • E-mail and phone number
  • Order history

This information is used to process your order, provide customer service, process return and refunds, as well as to satisfy any legal requirements such as from accounting obligations and consumer legislation. Your personal data will only be processed if there is a specific purpose for this.


2.2 Account

When you make a purchase on (, it is possible to create an account, but it is not required to complete an order.

If you want to register and create an account, your email address will be used as your username. You choose your password yourself. We have no knowledge of your personal password.

If you forget your password, you can request a new one and you will receive an automatically generated password at the e-mail address you have registered with us. It is then possible to change the password to one of your own preference.

Should you become aware of unauthorized use of your account with Minus | Redefined Fashion A/S, we would like information about this as soon as the unwanted use is discovered.

If you wish, you can always request to be informed of the information we have about you. If you have questions or comments about our personal data policy, you can send us an e-mail at any time.

Please note that you are always free to change or delete account information or send us an e-mail if you need help.


2.3 Customer service and enhanced user experience

On ( we also collect data about your behaviour on the site, e.g., what categories, brands, and products you have seen. This is to improve your user experience and to customize the communication of relevant products and offers specifically for you, if you wish. An example of this data collection is products that you have added to the basked but where the purchase has not been completed. This can trigger an email reminder about products in the shopping cart.

If you do not want to receive customized emails regarding uncompleted orders, you can unsubscribe from this service again via a direct link at the bottom of the email.


2.4 Subscription to newsletter

If you subscribe to the Minus newsletter, you consent to receive customized online marketing based on e.g., collected data, cf. section 11.3, as well as information about the latest product news, exclusive offer, trend guides, styling inspiration and other adapted online marketing about products within our range.

You can expect to receive such emails, 1-2 times a week. You can always unsubscribe through a direct link at the bottom of every newsletter.


2.5 Birthdate

You will in some cases be given the opportunity to state your birthdate, thereby entering our birthday-campaign where you will be offered a special surprise in relation with your birthday.

2.6 Trustpilot

We use third party cookies from Trustpilot. Trustpilot is a website where users can rate a company or brand they have shopped at, on a scale of 1-5 and share this review with other customers. Therefore, we use cookies to encourage our customers to share their experience on, with other customers.


3. How is this information protected?

We respect your private information and take our responsibility very seriously. Therefore, we only use recognized and approved third-party providers that meet European GDPR rules and requirements for handling data- collection and protection. These providers are listed under the relevant sections of this writing.


4. How long is data stored?

In accordance with current applicable accounting rules, we are required to store your billing information for a period of five years from your most recent order.


5. Cookies

We use cookies on ( you use our website, you have permitted the placement of cookies on your device. Cookies are used to make the user experience as good as possible, and to improve your experience on the site.

If you wish, you can easily delete cookies from your computer or mobile device. Please note, however, that if you choose to disable cookies, you will not be able to use, and have access to, all the content on our website.

5.1 Which cookies are used on (

We use third-party cookies from providers such as Google, which means that when you visit ( a cookie is placed in your browser on your device. This cookie is categorized as a “performance-cookie”.

We also use “strictly necessary cookies” – these make it possible to move around the website and use its options such as e-invoicing as well as the ability to view the basket. Without these cookies, some services – such as those mentioned above – cannot be used.

5.2 What can you do if you do not wish to accept cookies?

The web browser you use has settings that allow you to control how websites are browsed, including how you manage your cookies. For instructions on how to manage or delete cookies, look under the "help" tab in your web browser.

You can choose to deactivate cookies or receive a notification every time a new cookie is sent to your computer, tablet or mobile device.

Please note, however, that if you choose to disable cookies, some features will not be available.