This Privacy Policy sets out our commitment to safeguard your privacy on and its local subdomains. The most important bits first:

For ethical reasons we believe your data privacy is crucially important, and for practical reasons too: MY FLY London allows you to have an unrivalled and UNIQUE EXPERIENCE TO EXPLORE FLY LONDON shoes, boots, sandals, etc. We provide the means for you to SEE YOURSELF IN ANY SELECTED SHOE MODEL.

This TRY FLY LONDON® experience and this HOW DO I LOOK experience provided by are unique for shoes. So we wanted to make sure that you are safe!

Like we don't want our morphed shoe images to end up in public places, we don't want your own uploaded photos or your morphed images to end up in public places either! - If you want this then it's a different matter, and hence we let you choose for each individual image whether you want to make it public (default is it's private!).

In other words, all your own private photos that you upload to and all derivative morphed images to SEE YOURSELF® IN ANY SELECTED SHOE MODEL will remain private: Neither say Google Images or other search engines, nor another website user can access your photos and morphed images.

Through a sophisticated, sealed relationship set up among the domain network of, as well as login-session security, both your own uploaded photos as well as your morphed images wearing selected shoes (and our own morphed shoe images too), all are secure, private, and unaccessable to third parties.

This is true as long as they remain on our server: Once you disseminate your own or your morphed images, or if you have used your uploaded photos elsewhere before, naturally we can no longer guarantee your privacy regarding those particular images. So, if you don't want a particular image to become public, make sure 1) that you leave it in your private image folder on MY FLY LONDON, 2) that you don't tickmark it to be public, and 3) that you have not used it anywhere else before or thereafter.

Please note that, while legally any morphed images are, and remain, the property of MY FLY LONDON, ethically we feel committed not to make use of images you morphed on our site - and your own uploaded photos are yours anyway. We would however welcome if you decide to tickmark particular morphed images as public, so that those clearly marked morphed images can serve other visitors and members of MY FLY LONDON as example, reference, or encouragement. Thank you.

In the remainder we will now set out any remaining points:

This Privacy Policy serves to demonstrate our firm and continuing commitment to the privacy of personal information provided by those visiting and interacting with our website and its local subdomains. We hold the privacy of your personal information in the highest regard. The following discloses our information gathering and dissemination practices of our website.

We recognize the importance of protecting your privacy, and our policy is designed to assist you in understanding how we collect, use and safeguard the personal information you provide to us and to assist you in making informed decisions when using MY FLY LONDON. This policy will be continuously assessed against new technologies, business practices and our members' needs.

What Information Do We Collect?

When you visit our website you may provide us with two types of information: personal information you knowingly choose to disclose that is collected on an individual basis, and website usage information collected on an aggregate basis as you and others browse our site.

1. Personal Information You Choose to Provide

Registration Information

When you register for any of our products, services or periodicals you will provide us information about yourself.

Email Information

If you choose to correspond with us through email, we may retain the content of your email messages together with your email address and our responses. We provide the same protections for these electronic communications that we employ in the maintenance of information received by mail and telephone.

2. Website Usage Information

Similar to other modern websites, our site too utilizes a standard technology called "cookies" (see explanation below, "What Are Cookies?") and webserver log files to collect information about how our website is used. Information gathered through cookies and webserver logs may include the date and time of visits, the pages viewed, time spent on our site, and the websites visited just before and just after visiting our site.

How Do We Use the Information That You Provide to Us?

We use personal information for purposes of administering our business activities, providing the products and services you requested, to monitor the use of the service, our marketing and promotional efforts and improve our content and service offerings, and customize our site's content, layout, services and for other lawful purposes. These uses improve our site and better tailor it to meet your needs.

Furthermore, such information may be shared with others on an aggregate basis (only). Personally identifiable information or business information will NEVER be shared with third parties, except as required by law.

Occasionally, we may also use the information we collect to notify you about important changes to our website, new services, and special offers we think you will find valuable. You can revoke your double opt-in at any time if you no longer wish to receive these types of information or offers. Simply click the link provided in each such newsletter.

Note that we do NOT collect any payment information from or about you. Even where we refer you to a third party website, we do NOT receive back any such information.

Please also note that it would be against our own ethics to see you become a traceable webuser or to lose your data privacy! We will always treat you as we expect ourselves to be treated too.

What Are Cookies?

A cookie is a very small text document, which often includes an anonymous unique identifier. When you visit a website, that site's server asks your computer for permission to store this file in a part of your hard drive specifically designated for cookies. Each website can send its own cookie to your browser if your browser's preferences allow it, but (to protect your privacy) your browser only permits a website to access the cookies it has already sent to you, not the cookies sent to you by other sites. Browsers are usually set to accept cookies. However, if you would prefer not to receive cookies, you may alter the configuration of your browser to refuse cookies. If you choose to have your browser refuse cookies, some areas of our site will not function effectively when viewed by you. Note that a cookie CANNOT retrieve any other data from your hard drive or pass on computer viruses.

How Do We Use Information We Collect from Cookies?

As you visit and browse our website or its local subdomains, our site uses cookies to differentiate you from other users. In some cases, for security purposes we also use cookies to prevent you from having to log in more than is necessary, and to prevent others from purporting to be you. Cookies, in conjunction with our webserver's logfiles, allow us to calculate the aggregate number of people visiting our website and which parts of our site are most popular. This helps us gather feedback to constantly improve our website and better serve our clients. Cookies do NOT allow us to gather any personal information about you and we do NOT store any personal information that your browser provided to us in your cookies.

IP Addresses

IP addresses are used by your computer every time you are connected to the Internet. Your IP address is a number that is used by computers on the network to identify your computer. IP addresses are automatically collected by our web server as part of demographic and profile data known as traffic data so that data (such as the webpages you request) can be sent to you.

GEO Targeting

On MY FLY LONDON we make use of what is called GEO Targeting. This means that we use the IP address to serve location-specific content to your browser, instead of content that would be irrelevant to you due to your physical location as suggested by your IP address. Note that we treat your IP address as a "suggested IP address" only, because you can easily change your IP address through technical means such as for example using a VPN (Virtual Private Network), Proxies, etc.

Sharing and Selling Information

We do NOT share, sell, lend or lease ANY of the information that uniquely identify you (such as email address or personal details) with ANYONE, except as required by law, or to the extent you have expressly requested.

In this regard, please re-read especially the last two paragraphs under "How Do We Use the Information That You Provide to Us?" above.

How Can You Access and Correct Your Information?

You may request access to all your personally identifiable information that we collect online and maintain in our database by emailing us to the SAME email address that we use to communicate with you in say our periodical. We do not employ such nuisance practices like "No-Reply" email addresses and other modern (marketing) gimmicks!

What About Legally Compelled Disclosure of Information?

We may disclose information when legally compelled to do so, in other words, when we, in good faith, believe that the law requires it or for the protection of our legal rights. We may also disclose account information when we have reason to believe that disclosing this information is necessary to identify, contact or bring legal action against someone who may be violating our Terms of Service or to protect the safety of our users and the Public.

What About Other Websites Linked to Our Website?

We are not responsible for the practices employed by websites linked TO OR FROM our website or the information or content contained therein. As is common on the internet, links to other websites are generally provided solely as pointers to information on topics that may be useful to the users. Therefore, we trust that links pointing TO our site have the intention to benefit you as much as we intend to benefit you with links away FROM our website. Neither type of links should be regarded as "endorsement" of any form.

Please remember that when you use a link to go FROM our website to another website, our Privacy Policy is no longer in effect! Your browsing and interaction on any other website, including websites which have a link TO our website, is subject to that website's own rules and policies. Please be a savvy internet user and read the third party's rules and policies BEFORE you proceed with critical information or actions - just like you are reading ours here now.

Your Consent

By using our website you consent to our collection and use of your personal information as described in this Privacy Policy. We reserve the right to amend our Privacy Policy at any time with or without notice.

Our Commitment To Data Security

In addition to our pledge noted under "How Do We Use the Information That You Provide to Us?" above, please note that your information will be stored and processed in our cloud-based system. Hence, physically this can be for example partly on servers in the United States, partly on servers in the UK, in Canada, etc. The laws on holding personal data in the US or in the UK may be less or more stringent than the laws of your country of residence or citizenship. To prevent unauthorized access, maintain data accuracy, and ensure the correct use of information, we have chosen a cloud-based system provider who have put in place appropriate physical, electronic, and managerial procedures to safeguard and secure the information we collect online.


Our website allows visitors to delete their account, ie to cancel their free membership of the MY FLY LONDON community, so that they will not receive future messages. After unsubscribing we will discontinue sending the particular messages as soon as technically feasible.

Surveys & Contests

From time to time our site requests information from users via surveys or contests. Participation in these surveys or contests is completely voluntary and you therefore have a choice whether or not to disclose this information. Information requested may include contact information (such as name and address), and demographic information (such as postcode, age, etc). Contact information will be used to notify the winners and award prizes. Survey information will be used for purposes of monitoring or improving the use and satisfaction of our site.

A Special Note About Children

Children are not eligible to use our services unsupervised and we ask that children under the age of 14 do not submit any personal information to us. If you are a minor, you can use this service only in conjunction with permission and guidance from your parents or guardians.

Acquisition or Changes in Ownership

In the event that our website, or any of its local subdomains, is acquired by a third party, your information would be considered part of the assets acquired and transferred.

Policy Modifications

We may change this Privacy Policy from time to time. When changes are made to this Privacy Policy we will post any changes here, so be sure to check back periodically. However, be assured that if our Privacy Policy changes in the future, we will NEVER change our ethical ethos as mentioned throughout this Policy. Likewise, any personal information you have submitted to us before the Policy change will continue to receive the same or better standards from us in terms of its protection, security, and data privacy. We will NOT change our Privacy Policy in a manner that is materially inconsistent with this current version, whether with or without your prior consent.