Terms of service

1. Who these terms are between

These terms are between you and the company that operates the Betweenshoes service. That company’s registered details, and the ways to contact it, are published on our legal information page.

By creating an account, or by taking out a subscription, you agree to these terms. If you do not agree to them, please do not use the service.

2. What the service does and does not do

Betweenshoes reads the colour of three photographed items — trousers, socks and shoes — and describes the sequence they form. It reports whether the eye runs from the trouser hem to the shoe without interruption, or whether an edge appears, or whether the sock stands far enough apart from both to read as a deliberate choice.

It follows a long-standing convention of dress: that a sock continues the colour of the trouser rather than echoing the colour of the shoe. This is a convention, not a matter of right and wrong. The service describes a sequence as continuous, as broken, or as deliberate. It never describes one as correct or incorrect, and it passes no judgement on whether anyone is well dressed.

The convention has clear limits. It does not apply with shorts, and it does not apply in sporting contexts. More formal occasions carry stricter requirements of their own, and what any particular occasion expects varies by region, by industry and by event; those expectations are unknown to us. The service therefore states first whether the rule applies at all, and where it does not, it produces no verdict.

The service explicitly does not:

• give advice about body shape, proportion, height or appearance;
• accept or process photographs of anyone wearing clothing;
• generate any image of a person, a leg or a foot;
• rule on whether an outfit is appropriate for a given occasion or workplace;
• recommend, name or link to any sock, trouser or footwear brand or product;
• sell clothing, or act as a styling adviser.

It is an information service. Fuller detail is in our notice on how the reading works.

3. Who may use it

You must be at least 16 years old to use the service. You must be at least 18 to take out a paid subscription, because a subscription is a contract.

If we learn that an account is held by somebody below those ages, we will close it and delete the personal data held against it.

4. Your account

Keep your sign-in details to yourself and tell us promptly at support@primehosiery.shop if you believe somebody else has got into your account. An account is for one person; please do not share it.

You can close your account at any time from your billing page or by writing to us. Closing it deletes the readings and photographs held against it.

5. Plans, prices and VAT

There are three plans: Free, Hem and Outfit. What each includes is set out on the pricing page, and the same description appears at checkout before you commit to anything.

All prices are shown in US dollars and include VAT at 20%. The price you see is the price that will be taken. There are no arrangement fees, no setup fees and no charges that appear later.

We run no trials, no introductory rates and no time-limited discounts. If that ever changes, the full conditions of any such offer will be shown on the page where it is offered and repeated at checkout.

If we change the price of a plan, we will tell you by email at least 30 days before the change takes effect on your subscription, and you may cancel before it does.

6. Monthly allowances

Each plan carries a monthly allowance, measured in credits. A credit is a measure of how much of the service you may use in a month.

Credits are not money. They are not stored value, they are not redeemable for cash, and they are not transferable to another person or another account. They exist only to meter use of the service.

• An allowance is issued for a month and expires at the end of that month.
• Unused allowance does not carry over into the following month.
• There is no credit pack, no top-up and no stored balance. If you need more, the only route is to move to a larger plan.

7. Renewal, reminders and leaving

Paid plans renew automatically, monthly or annually, at the price shown when you subscribed, until you cancel. This is stated on the pricing page and again at checkout, where you must confirm you understand it before anything is taken.

We apply the subscription requirements of the Digital Markets, Competition and Consumers Act 2024 now, ahead of the date they take legal effect. This is voluntary early adoption on our part. In practice that means:

• before you subscribe, you are shown a summary screen setting out the price, what is included, when the first payment is taken, when it renews and how to leave;
• we send a renewal reminder before each renewal, as a separate email that carries nothing else — no marketing, no other announcements;
• you may cancel within 14 days of first subscribing;
• a fresh 14-day period opens after each renewal, whether monthly or annual, during which you may cancel that renewal;
• cancelling takes one click on your billing page. It requires no phone call, no email, no explanation and no retention conversation.

8. Your right to cancel

You have a statutory right to cancel a subscription within 14 days, under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. That right, the circumstances in which it can end early, how to exercise it, how refunds are worked out, and the statutory model cancellation form, are all set out on our cancellation and refunds page.

In short: if you ask us to begin supplying the service straight away during those 14 days, and acknowledge that you will lose the right to cancel once the service has been fully performed, then that right ends when it has been. We ask for both of those separately at checkout, and we repeat both back to you in the order confirmation email so that you have a durable record of what you agreed to.

9. Your photographs and what we do with them

You keep every right you have in the photographs you upload. You give us permission to process them only in order to produce your reading and to show it back to you.

Your uploaded content is never used to train any model, ours or anybody else’s. It is not sold, and it is not shared with third parties for their own purposes.

Photographs are held against the reading they belong to. Delete a reading and its photographs go with it. Close your account and everything held against it is deleted within 30 days. Full detail, including retention periods and how to ask for a copy of your data, is in the privacy notice.

Please upload only photographs of items laid flat. The service does not accept photographs of anyone wearing clothing, and will refuse them.

10. Acceptable use

There are a small number of things you must not use the service for, and a small number of decisions it must never be used to make. They are listed on the acceptable use page, which forms part of these terms.

11. Availability and changes

We aim to keep the service running continuously, and we will give notice of planned maintenance where we reasonably can. From time to time we will improve how the reading works; where a change materially reduces what your plan includes, we will tell you by email before it takes effect and you may cancel.

We may suspend or close an account that is being used in breach of these terms or the acceptable use policy. Where we do, we will tell you why, and if you have paid for a period you cannot now use, we will refund it.

12. Your statutory rights

Nothing in these terms affects your statutory rights.

Under the Consumer Rights Act 2015, digital content and digital services supplied to a consumer must be of satisfactory quality, fit for any particular purpose you made known to us, and as described. Those rights cannot be excluded or limited, and nothing in this agreement attempts to do so.

If the service does not meet those standards, you are entitled to a repair or a replacement, and where that is not possible or not done within a reasonable time, to a price reduction. Write to us and we will put it right.

13. Our responsibility to you

We are responsible for loss you suffer that is a foreseeable result of our breaking this agreement or failing to use reasonable care and skill. We are not responsible for loss that was not foreseeable at the time you subscribed.

We do not exclude or limit our liability in any way where it would be unlawful to do so. That includes liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, and for any breach of your rights under the Consumer Rights Act 2015.

The service reads colour in photographs and describes a convention of dress. It is offered as information to help you decide something for yourself, and the decision remains yours. Every reading carries a list of what it could not know, and that list is shown on every plan, including the free one.

14. Complaints, governing law and jurisdiction

If something has gone wrong, write to support@primehosiery.shop. We acknowledge complaints within one working day and aim to resolve them within ten. If you are not satisfied with the outcome, ask us to escalate it and a different person will review it.

We are not a member of any alternative dispute resolution scheme, and we are not obliged to be. If a complaint cannot be resolved between us, you retain every legal remedy available to you.

These terms are governed by the law of England and Wales. If you are a consumer resident elsewhere, you keep the benefit of any mandatory consumer protections of the country you live in. You may bring proceedings in the courts of England and Wales; if you live in Scotland or Northern Ireland, you may instead bring them in your own courts.