What Vale collects, why it needs it, where it goes, and how to get rid of it.
Last updated 1 October 2026
Vale is operated by Vale LLC, a South Dakota limited liability company, with its principal office at 417 Sagebrush Pass, Dakota Dunes, SD 57049. Vale is a styling app. It needs to know what is in your wardrobe and a little about you in order to dress you, and that is the only reason it asks for anything. Vale does not sell your data, does not share it with advertisers, and has no advertising in it.
| What | Why |
|---|---|
| Your name and email address | Your account — how you sign in and how we reach you about the service. |
| Photos of your clothes | Vale reads each photo to identify the garment, then builds outfits from what you own. These are stored in wardrobe storage and are reachable at a public URL if someone knows the exact link (they are not listed in a public directory, but the URL is not a signed private link). |
| A photo of you — optional | Kept in private storage, readable only by your own signed-in account — unlike your wardrobe photos, it is never served from a public URL. Sent to the AI at analyse time (as image data) for fit and colour guidance: where a waistband should sit, where a hem should break, which colours suit you. Prompts instruct the model to focus on garments and colour, not to describe your body or identify you; that is an instruction, not a hard technical guarantee. Vale does not offer facial recognition or face-matching. |
| Height and sizes | Asked when you first need them for fit guidance. |
| Skin tone and colour guidance | From a swatch you choose and/or from a body-read of your optional photo — for colour and related styling guidance (undertone, contrast, colours to prefer or avoid). |
| Gender and who you shop for | So outfits match who the clothes are for. |
| Your style answers and dress codes | What you tell Vale about how you like to dress, and what occasions like "Work" actually mean in your life. |
| Your calendar — optional, iPhone only | To dress you for what the day actually holds. Vale only reads; it never changes anything. By default your event titles stay on your phone — Vale matches them against its own fixed list of words and sends only the word that matched and the hour, so "Golf with Dave, 8am" leaves as "golf 8am". You can turn on full titles in Profile → Your calendar, and then the titles are sent too. |
| Approximate location — optional | Only to look up today's weather, so Vale can dress you for it. Your coordinates are rounded to about a kilometre before they leave your device, and are never stored. The weather text may be cached briefly on your device; the coordinates are not. |
| Outfits and ratings | What Vale built and what you thought of it, so the next one is better. |
| Payment records | Your plan, its status and renewal date. Card numbers are handled by Stripe or Apple and never reach Vale. |
Vale does not ask for your age or your weight. They would change nothing about what it recommends, so it does not want them.
Only the services needed to run the app, and only what each one needs to do its job:
Vale does not sell your personal information, and does not share it for advertising or any other purpose unrelated to running the app. There are no third-party analytics or advertising trackers in Vale.
Photos you add are stored so the app can show them back to you, and are sent to the AI when Vale needs to read them or generate related imagery. Wardrobe photos live in storage that serves them at a public URL if the exact link is known. They are held until you delete the piece, remove the photo, or delete your account (see deletion limits below).
A photo of yourself is held differently: it goes to private storage that only your own signed-in account can read. You can remove it at any time from Profile → How things fit you → Remove my photo. That deletes the image itself, not just the app's reference to it.
On iPhone, Vale can read the coming week's events so it dresses you for what each day actually asks — a client dinner is not a Tuesday. It only ever reads. There is no way for Vale to add to your calendar or change it.
Your event titles stay on your phone. Vale matches them against its own fixed list of words and sends only the word that matched and the hour, so "Golf with Dave, 8am" leaves your phone as "golf 8am". An event that matches nothing sends nothing at all.
If you would rather Vale had the detail, you can turn on full titles at Profile → Your calendar, and then your event titles are sent with the outfit request. It is off unless you turn it on. You can withdraw calendar access at any time in iOS Settings, under Vale.
You can also add an event in Vale itself, at Profile → Your calendar, for something your calendar does not hold. Those are stored with your profile, sent as you wrote them with that day's outfit request, and deleted once their day has passed. They are never written to your calendar.
You can delete your account from inside the app, at Profile → Delete account. That cancels Stripe billing where applicable, removes your account credentials, and deletes your profile, wardrobe uploads, private photos, outfits, and conversations tied to your account.
Generated piece images kept in shared generation storage may remain after your account is deleted. Records we are required to keep for tax and accounting — the fact that a payment happened, and its amount — may be retained by Stripe and Apple under their own obligations.
Depending on where you live, you may have the right to see the personal data held about you, correct it, have it deleted, or object to how it is used. Most of that is available directly in the app; for anything else, write to the address below and we will respond.
Vale is not intended for children under 13, and we do not knowingly collect data from them. If you believe a child has given us data, write to us and we will remove it.
Data is sent over encrypted connections and stored with per-account access rules, so one account cannot read another's. Payment card details never reach Vale's servers. Wardrobe photo URLs are public if known — treat shared links with care. No system is perfectly secure, and we will not claim otherwise.
If this policy changes in a way that matters, the date at the top changes and we will say so in the app.
Questions about any of this, or a request about your data: asherpfeifer@dressvale.com.