Privacy policy

Last updated: May 6, 2026

This Privacy Policy describes how 90theoriginal LLC ("90 The Original," "we," "us," or "our") collects, uses, and discloses your personal information when you visit, use, or make a purchase from 90theoriginal.com (the "Site"), or otherwise communicate with us regarding the Site (collectively, the "Services"). For purposes of this Privacy Policy, "you" and "your" mean you as the user of the Services — whether you are a customer, website visitor, newsletter subscriber, or another individual whose information we have collected.

Please read this Privacy Policy carefully. If you do not agree with our practices, please do not use the Services.

1. Who We Are

90 The Original is a clothing brand operated by 90theoriginal LLC, a limited liability company organized under the laws of the State of California, United States.

For privacy questions, requests, or concerns, contact us at:

  • Email: orders@90theoriginal.com
  • Mail: 90theoriginal LLC, 10866 Washington Boulevard, #990, Culver City, CA 90232, United States

For purposes of applicable data protection laws, and unless explicitly stated otherwise, 90theoriginal LLC is the data controller of your personal information.

2. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, our Services, or applicable law. When we update it, we will revise the "Last updated" date above and, where required by law, take additional steps to notify you. We encourage you to review this Privacy Policy periodically.

3. Personal Information We Collect

The information we collect depends on how you interact with us. We collect personal information in three ways: information you provide directly, information collected automatically when you use our Site, and information we receive from third parties.

3.1 Information You Provide Directly

  • Contact details — name, shipping address, billing address, email address, phone number.
  • Order information — items ordered, order history, payment confirmation, shipping preferences.
  • Account information — if you create an account: username, password, and account preferences.
  • Communications with us — the content of any email, contact form submission, social media message, or other correspondence you send us, including any information you choose to share about yourself.
  • Newsletter and SMS sign-ups — your email address and, if you opt in to text messages, your mobile number.
  • User-generated content — product reviews, photos, or comments you choose to submit.

3.2 Information Collected Automatically ("Usage Data")

When you visit the Site, we automatically collect certain information using cookies, pixels, and similar tracking technologies:

  • IP address and approximate location (derived from IP).
  • Device information (device type, operating system, browser).
  • Browsing activity on our Site (pages viewed, time on site, referrer, clicks).
  • Email engagement data (whether you open or click links in our emails).

3.3 Information from Third Parties

We may receive information about you from:

  • Shopify, our e-commerce platform.
  • Payment processors (Shopify Payments, PayPal, Apple Pay, Google Pay, Shop Pay), who handle payment information on our behalf.
  • Shipping carriers (USPS and UPS) for delivery confirmation and tracking.
  • Marketing platforms (e.g., Meta / Facebook & Instagram, Google) when you interact with our ads or campaigns.
  • Shopify Email, our newsletter and email-marketing platform.
  • Amazon, when we fulfill book orders sourced through Amazon (your shipping address is provided to Amazon to complete delivery — see Section 5).

4. How We Use Your Personal Information

We use your personal information for the following purposes:

4.1 Providing Products and Services

To process your orders, take payment, ship products to you, send order and shipping notifications, manage your account, handle returns and exchanges, and provide customer support. Legal basis (EEA/UK): performance of a contract — Art. 6 (1) (b) GDPR.

4.2 Marketing and Promotions

To send you newsletters, promotional emails, restock alerts, and — if you opt in — marketing text messages. We may also use your information to deliver or improve advertising on the Site and on third-party platforms (such as Meta and Google) when we run paid campaigns. Legal basis (EEA/UK): your consent for direct marketing — Art. 6 (1) (a) GDPR — and our legitimate interest in promoting our products — Art. 6 (1) (f) GDPR. You can opt out of marketing at any time (see Section 9).

4.3 Security and Fraud Prevention

To detect, investigate, and prevent fraudulent transactions, unauthorized account access, and other illegal activity. Legal basis (EEA/UK): legitimate interest in keeping our Services secure — Art. 6 (1) (f) GDPR.

4.4 Service Improvement and Analytics

To understand how visitors use the Site, identify problems, and improve our products, content, and user experience. Legal basis (EEA/UK): legitimate interest in operating and improving our business — Art. 6 (1) (f) GDPR.

4.5 Legal Compliance

To comply with applicable laws, respond to lawful government requests, and enforce our Terms of Service. Legal basis (EEA/UK): compliance with legal obligations — Art. 6 (1) (c) GDPR.

5. How We Share Your Personal Information

We do not sell your personal information for money. We do not share your personal information with advertisers or data brokers for their own marketing purposes. We do not trade, rent, or otherwise exchange customer identities with anyone.

We share personal information only with the service providers we need in order to run the business, and only as described below.

5.1 Service Providers

  • Shopify — e-commerce platform, hosting, checkout, customer accounts, and built-in analytics.
  • Shopify Email — our newsletter and promotional email platform.
  • Payment processors — Shopify Payments, Apple Pay, Google Pay, Shop Pay, and PayPal (when used at checkout).
  • Shipping carriers — USPS and UPS, including any international handlers used to complete delivery.
  • Advertising platforms — when we run paid campaigns, Meta (Facebook/Instagram) and Google may receive limited audience data necessary to deliver those ads. Note: as of the date above, we do not have a Meta Pixel or Google Analytics tag installed on the Site. If we add one in the future, we will update this policy and provide a cookie-consent mechanism where required by law.
  • Amazon — for book orders only. We dropship books from Amazon, which means when you order a book, we provide your shipping address to Amazon so the book can be shipped directly to you. Amazon's own privacy policy applies to their handling of that information.
  • SMS provider — not currently active. If we launch SMS marketing in the future, we will use a Shopify-integrated provider and update this policy with the provider's name.

5.2 At Your Direction

When you ask us to share information with a third party (for example, if you sign in via a social media account or use a third-party widget on our Site).

5.3 Legal Reasons

We may disclose personal information if required by law, subpoena, court order, or to protect our rights, property, or safety, or that of our users or the public.

5.4 Business Transfers

If 90theoriginal LLC is involved in a merger, acquisition, sale of assets, financing, or bankruptcy, your personal information may be transferred as part of that transaction. We will notify you of any such transfer and any choices you may have.

6. Cookies and Tracking Technologies

We use cookies and similar technologies on the Site for three purposes:

  • Essential cookies — required for the Site to function (cart, checkout, login).
  • Analytics cookies — to understand how visitors use the Site so we can improve it.
  • Marketing cookies — to deliver and measure the effectiveness of advertising.

For specifics about the cookies set by Shopify, see Shopify's Cookie Policy.

You can control cookies through your browser settings. Blocking cookies may impact Site functionality. If you visit from the EEA or UK, our cookie banner (where present) lets you accept or reject non-essential cookies before they are loaded.

Our Site does not currently respond to "Do Not Track" browser signals. To learn more about Do Not Track, visit allaboutdnt.com.

7. SMS / Text Message Marketing

If you choose to opt in to SMS marketing — through a checkbox at checkout, our newsletter sign-up, or a similar opt-in mechanism — by providing your mobile number you agree to receive recurring marketing and informational text messages from 90 The Original at the number provided.

  • Message frequency: approximately one marketing message per week, plus transactional messages about your orders (shipping confirmations, delivery updates).
  • Message and data rates may apply. Carrier charges are your responsibility.
  • To opt out: reply STOP to any message. To get help, reply HELP or contact us at orders@90theoriginal.com.
  • Consent to receive SMS marketing is not a condition of purchase.
  • We will not share your mobile number with third parties for their own marketing purposes.

If we add SMS marketing through a specific platform, we will list it in Section 5.1 above.

8. User-Generated Content

The Services may let you post product reviews, photos, or other content. Anything you submit publicly (reviews, comments) will be visible to anyone who visits the Site. We are not responsible for what other users do with content you choose to make public. Please be thoughtful about what you share.

9. Your Rights and Choices

Depending on where you live, you may have some or all of the rights below. We will honor these rights as required by applicable law.

9.1 Rights Available to All Users

  • Marketing email opt-out — every marketing email contains an unsubscribe link. You can also email us at orders@90theoriginal.com to be removed.
  • SMS opt-out — reply STOP to any text message you receive from us.
  • Cookie controls — adjust your browser settings or use any cookie banner provided on the Site.

9.2 Rights Available Under Applicable Privacy Laws

If you are a resident of California, the EEA, the UK, or another jurisdiction with comparable privacy laws, you may have the right to:

  • Access / know what personal information we hold about you.
  • Correct inaccurate personal information.
  • Delete your personal information, subject to legal exceptions.
  • Receive a copy (data portability) of your personal information.
  • Restrict or object to certain processing.
  • Withdraw consent where we rely on consent.
  • Appeal a decision we make in response to a privacy request.
  • Lodge a complaint with your local data protection authority.

To exercise any of these rights, contact us at orders@90theoriginal.com with the subject line "Privacy Request." We may need to verify your identity before fulfilling your request — typically by confirming the email address on file or asking for order details. We will respond within the time period required by applicable law.

You may designate an authorized agent to make a request on your behalf. We may require written proof of authorization and may verify your identity directly.

We will not discriminate against you for exercising your privacy rights.

9.3 California Residents (CCPA / CPRA)

If you are a California resident, you have specific rights under the California Consumer Privacy Act and California Privacy Rights Act:

  • The categories of personal information we collect are listed in Section 3.
  • The purposes for which we collect it are listed in Section 4.
  • The categories of recipients are listed in Section 5.
  • We retain personal information as described in Section 11.
  • We do not sell personal information for monetary or other valuable consideration.
  • We do not "share" personal information for cross-context behavioral advertising as defined by the CPRA.
  • We do not use or disclose sensitive personal information for purposes other than those permitted by the CCPA.
  • You have all the rights listed in Section 9.2 above.

To submit a CCPA request, email us at orders@90theoriginal.com with the subject line "California Privacy Request."

9.4 EEA, UK, and Swiss Residents (GDPR / UK GDPR)

If you are located in the European Economic Area, the United Kingdom, or Switzerland, our processing of your personal information is governed by the GDPR (or the UK GDPR / Swiss FADP, as applicable).

  • The legal bases on which we rely are identified in Section 4.
  • You have the rights listed in Section 9.2 above.
  • You may lodge a complaint with your local data protection authority. For EEA residents, a list of authorities is available here.
  • We have not appointed an EU or UK representative under Article 27 GDPR. Given the limited and occasional nature of our processing of EEA/UK personal data, we believe the Article 27 derogation applies. You can still contact us directly at orders@90theoriginal.com to exercise your rights.

10. International Data Transfers

We are based in the United States. When you use our Services from outside the United States, your personal information will be transferred to, stored, and processed in the U.S. and other countries where our service providers operate. These countries may have data protection laws that differ from those in your country.

When personal information is transferred out of the EEA, UK, or Switzerland to the United States or another country, we and our service providers rely on appropriate transfer mechanisms — such as the European Commission's Standard Contractual Clauses (and the UK Addendum or equivalent, as applicable) — unless the transfer is to a country recognized as providing an adequate level of protection. These safeguards are typically provided through our service providers' data processing agreements (for example, Shopify's Data Processing Addendum).

11. Data Retention

We keep your personal information only as long as we need it for the purposes described in this Privacy Policy. In general:

  • Order and transaction records — retained for at least 7 years to comply with U.S. tax and accounting requirements.
  • Customer accounts — retained while the account is active. You may request deletion at any time.
  • Newsletter subscribers — retained while you remain subscribed; deleted on unsubscribe (subject to a short suppression list to honor your unsubscribe request).
  • Customer support correspondence — typically retained for up to 3 years.
  • Analytics data — typically retained in aggregated form; identifiable data is retained per our analytics provider's defaults.

After these periods, we either delete the information or anonymize it. You may request deletion of your personal information at any time, and we will honor it unless we are legally required to retain certain information (such as completed transaction records).

12. Security and Data Breach Notification

We use reasonable technical and organizational measures to protect personal information — including HTTPS encryption, Shopify's built-in security infrastructure, access controls, and secure payment processors. However, no system is perfectly secure, and we cannot guarantee absolute security of information transmitted over the internet.

If we become aware of a security incident affecting your personal information, we will notify affected customers and the appropriate authorities as required by applicable law.

We recommend that you use a strong, unique password for any account you create with us, and do not share account credentials with anyone.

13. Children's Privacy

The Services are not intended for children under the age of 16, and we do not knowingly collect personal information from children under 16. If you believe a child has provided us with personal information, please contact us at orders@90theoriginal.com and we will delete the information.

As of the date of this Privacy Policy, we have no actual knowledge that we sell or share personal information of consumers under 16 years of age.

14. Third-Party Websites and Links

Our Site contains links to third-party websites and platforms (for example, our social media profiles, partner brands, or media coverage). We are not responsible for the privacy practices, content, or security of those third-party sites. Please review their privacy policies before providing them with any personal information.

15. Accessibility

We are committed to making our Site accessible to all users. If you have difficulty accessing any part of the Site or this Privacy Policy, please contact us at orders@90theoriginal.com so we can assist you.

16. Contact Us

If you have any questions about this Privacy Policy, want to exercise a privacy right, or want to file a complaint about how we handle your personal information, please contact us:

90theoriginal LLC 10866 Washington Boulevard, #990 Culver City, CA 90232 United States

Email: orders@90theoriginal.com

For the purposes of applicable data protection law, 90theoriginal LLC is the data controller of your personal information.