Why and who?

Attáge cares about privacy and protecting the Personal Data handled by us. This means that we care about your personal integrity and actively work to protect it.

In this Policy we describe how and why we use your Personal Data as well as what lawful basis we use and what measures we take to protect Personal Data. We also provide information on how you exercise your legal rights linked to our Processing of Personal data.

Attáge AB Reg. No. (559266-4576) ("Attáge", "we", "us", "our") is the Controller of all Personal Data listed in this Privacy Policy (the "Policy").

This Policy provides information on how we handle Personal Data when you communicate with us or visit our website or communicate with us through the website or over e-mail (together the "Functions").

The intended recipient of the information provided in this Policy is:

  • Potential customers
  • Customers
  • Visitors of our website


"Applicable Law" refers to the legislation applicable to the Processing of Personal Data, including the GDPR, supplementary national legislation, as well as practices, guidelines and recommendations issued by a national or EU supervisory authority.

"Controller" is the company/organisation that decides for what purposes and in what way Personal Data is to be processed and is responsible for the Processing of Personal Data in accordance with Applicable Law.

"Data Subject" is the living, natural person whose Personal Data is being processed.

"Personal Data" is all information relating, directly or indirectly, to an identifiable natural person.

"Processing" means any operation or set of operations which is performed on Personal data, e.g. storage, modification, reading, handover and similar.

"Processor" is the company/organisation that processes Personal Data on behalf of the Controller and can therefore only process the Personal Data according to the instructions of the Controller and the Applicable Law.

Attáge's role as a Controller

The information in this Policy covers Personal Data Processing for which Attáge is the Controller. As a Controller we are responsible for the Processing for which we decide the purpose of ("the why") and the means for the Processing (what methods, what Personal Data and for how long it is stored). The Policy does not describe how we Process Personal Data in the role of a Processor - i.e. when we process Personal Data on behalf of our customers.

Attáge is in the business of designing, manufacturing, marketing and selling products within fashion such as bags, accessories, clothing and jewellery. In order to process orders, provide customer support and to market our goods we will collect certain Personal Data of customers and potential customers.

Attáge's Processing of Personal Data

We have a responsibility to describe and demonstrate how we fulfil the requirements that are imposed on us when we Process your Personal Data. This section aims to give you an understanding of what type of Personal Data we Process and for what reasons.

For how long do we store your Personal Data?

We will keep your Personal Data as long as it is necessary to fulfil the purpose for which it was collected. Depending on the legal basis of Processing, this may be a) regulated in a contract, b) based on consent, c) stated in legislation or d) it may be based on a legitimate interest assessment. In the list below, we indicate, where possible, for how long the Personal Data will be stored and the criteria used to determine the storage period.

We never store your Personal Data longer than necessary and delete Personal Data regularly. We also take reasonable actions to keep the Personal Data updated and correct.


The main purpose of our data processing is to market our goods, deliver orders and provide customer support. We mainly Process the following types of Personal Data:

  • Contact details to confirm your identity, verify your personal and contact details and communicate with you;
  • For marketing purposes (you will always have the right to opt-out of marketing messages);
  • Information you provide us during customer support contacts with us so we can help you out;
  • Information you provide us when signing up to events;
  • Information on your usage of our website so we can optimise it; and
  • Consumption patterns and preferences to be able to provide you with specific offers.

How do we get access to your Personal Data?

We mainly get access to your Personal Data:

  • By you providing your Personal Data to us
  • Through third-party analysis technology ex. cookies
  • Through information created from data analysis

Lawful basis

We need a legal basis for all processing of your Personal Data. Our legal basis are mainly the following:

Legitimate interest - Attáge may process Personal Data if we have assessed that a legitimate interest overrides the interest of fundamental rights and freedoms of the Data Subject, and if the processing is necessary for the purpose in question.

To fulfill our obligations in contracts to you - this might be to deliver goods to you or to process returns or complaints.

Your rights

You are the one in control of your Personal Data and we always strive to ensure that you can exercise your rights as efficiently and smoothly as possible.

Access - You have the right to receive information about the Processing of data that concerns you. Please note however that we only provide information if we have been able to verify that it is you that are requesting the information.

Rectification - If you find that the Personal Data we process about you is incorrect, let us know and we will fix it!

Erasure - Do you want us to completely forget about you? You have the right to request deletion of your Personal Data when the Processing is no longer necessary for the purpose for which it was collected. If we are required to retain your information under Applicable Law or a contract that we have entered with you, we will ensure that it is processed only for the specific purpose set forth in such Applicable Law or contract. We will thereafter delete the information as soon as possible.

Objections - Do you disagree with our assessment that a legitimate interest for Processing your Personal Data overrides your interest in protecting your privacy? If so we will rerisit our legitimate interest assessment. Of course, we will add your objection to the balance and make a new assessment to see if we can still justify our Processing of your Personal Data. If you object to direct marketing, we will immediately delete your personal information without making an assessment.

Restriction - You can also ask us to restrict our Processing of your Personal Data

  • Whilst we are processing a request from you for any of your other rights;
  • If, instead of requesting erasure, you want us to limit the Processing of Personal Data for a specific purpose. For example, if you do not want us to send advertising to you in the future, we still need to save your name in order to know that we should not contact you; or
  • In cases where we no longer need the information in relation to the purpose for which it was collected, provided that you do not have an interest in retaining it to make a legal claim.

Data portability - We may provide you with the data that you have submitted to us, or that we have received from you in connection with a contract that we have entered with you. You will receive your information in a commonly used and machine-readable format that you can transfer to another personal data manager.

Withdraw consent - If you have given consent to one or several specific Processing(s) of your Personal Data, you have the right to withdraw your consent at any time and thus ask us to terminate the Processing immediately. Please note that you can only withdraw your consent for future Processing of Personal Data and not for Processing that has already taken place.

How you use your rights

Email us at

Transfer of personal data

In order to run our business, we may need help from others who will process Personal Data on our behalf, so-called Processors.

In cases where our Processors transfer Personal Data outside the EU/EEA, we have ensured that the level of protection is adequate, and in compliance with Applicable Law, by controlling that either of the following requirements are fulfilled:

  • the EU Commission has determined that the level of protection is adequate in the third country where the data is processed;
  • the Processor has signed up to the EU Commission's standard contract clauses (SCCs) for data transfer to non-EU/EEA countries; or
  • the Processor has taken other appropriate safeguards prior to the transfer and that such safeguards comply with Applicable law.

We have entered into Data Processing Agreements (DPA) with all our Processors. The DPA sets out, among other things, how the Processor may process the Personal Data and what security measures are required for the Processing.

We may also need to disclose your personal information to certain designated authorities in order to fulfil obligations under applicable law or legally binding judgements.

Our processors

Attáge does not sell your Personal Data to third parties and we do not share your Personal Data with just anyone. However, in some cases we may need to share your Personal Data with selected third parties. If so, we make sure that the transfer happens in a secure way that protects your privacy. These are categories of recipients with whom we may share your data:

  • Software service providers like our website host and Google;
  • Shipping companies;
  • Advertising agencies and suppliers of print and advertising; and
  • Statistics to contribute to industry statistics and to improve the customer experience.

Security measures

Attáge has taken technical and organisational measures to ensure that your Personal Data is processed securely and protected from loss, abuse and unauthorised access.

Our security measures

Organisational security measures are measures that are implemented in work methods and routines within the organisation.

  • Login and password management
  • Physical security (premises etc.)

Technical security measures are measures implemented through technical solutions.

  • Secure network
  • Firewall


Attáge uses cookies and similar tracking techniques to analyse the use of our website so that we can give you the best user experience. For more information on how we use cookies, see our Cookie Policy.

If we don’t keep our promise

If you think that we are not Processing your Personal Data correctly, even after you have notified us of this, you are always entitled to submit your complaint to the Swedish Authority for Privacy Protection.

More information about our obligations and your rights can be found at You can contact the authority via e-mail at:

Changes to this policy

We reserve the right to make changes to this policy. If the change affects our obligations or your rights, we will notify you about the changes in advance so that you are given the opportunity to take a position on the updated policy.


Please contact us if you have questions about your rights or if you have any other questions about how we process your personal information: