Privacy Policy

PRIVACY POLICY

Effective Date: October 1, 2026

This Privacy Policy (“Policy”) describes how MyTrends Inc., operating under the SOVT brand (“SOVT,” “Company,” “we,” “us,” or “our”) collects, uses, processes, discloses, and protects personal information when you visit, interact with, or make a purchase through sovt.com and any related websites, applications, services, or digital properties operated by us (collectively, the “Site”).

This Policy also describes your rights and choices regarding your personal information.

By accessing or using the Site, you acknowledge the practices described in this Privacy Policy.

A. INFORMATION WE COLLECT

We may collect personal information from you in several ways:

• directly from you;
• automatically when you use the Site;
• through cookies and similar technologies;
• from service providers and other third parties.

Information You Provide to Us

Depending on how you interact with SOVT, we may collect information including:

• first and last name;
• email address;
• telephone number;
• billing address;
• shipping address;
• account information;
• order and purchase history;
• returns and exchanges;
• communications with customer service;
• product preferences;
• marketing preferences;
• information submitted through forms, surveys, promotions, contests, or reviews.

When you place an order, payment information may be collected and processed by our third-party payment providers. We generally do not directly store your full payment card information.

Information Collected Automatically

When you visit or interact with the Site, we and our service providers may automatically collect information such as:

• IP address;
• browser type;
• device type;
• operating system;
• unique device identifiers;
• pages viewed;
• links clicked;
• referring website;
• date and time of visits;
• approximate geographic location;
• shopping activity;
• cart activity;
• checkout activity;
• interaction with advertisements and marketing campaigns.

B. COOKIES AND TRACKING TECHNOLOGIES

We may use cookies, pixels, web beacons, software development kits, tags, and similar technologies to operate and improve the Site.

These technologies may be used to:

• remember your preferences;
• keep items in your shopping cart;
• improve Site performance;
• understand how visitors use the Site;
• measure marketing campaigns;
• personalize content;
• provide relevant advertising;
• detect fraud and security issues.

You may be able to manage cookies through your browser settings or through privacy controls available on our Site.

Disabling certain cookies may affect the functionality of the Site.

C. ANALYTICS AND ADVERTISING

We may use third-party analytics and advertising technologies, including services provided by companies such as:

• Google;
• Meta;
• TikTok;
• Shopify;
• Klaviyo;
• and other analytics, advertising, or marketing providers.

These providers may collect information about your activity on the Site and, depending on your settings and applicable law, may combine that information with information collected through other websites or services.

We may use this information to understand Site usage, improve our products, measure advertising performance, and deliver advertising that may be relevant to you.

D. HOW WE USE YOUR INFORMATION

We may use personal information to:

• operate and provide the Site;
• process and fulfill purchases;
• process payments;
• ship and deliver orders;
• process returns, refunds, and exchanges;
• communicate with you about your orders;
• provide customer service;
• maintain and improve the Site;
• personalize your shopping experience;
• maintain customer accounts;
• prevent fraud and abuse;
• protect our customers and business;
• comply with legal and regulatory requirements;
• analyze Site traffic and customer behavior;
• improve our products and marketing;
• send marketing communications where permitted;
• send abandoned-cart or checkout reminders where permitted;
• administer promotions, surveys, or contests;
• enforce our agreements and policies.

We may also use information for another purpose disclosed to you at the time the information is collected.

E. HOW WE DISCLOSE PERSONAL INFORMATION

We may disclose personal information to third parties that help us operate our business, including:

• Shopify and e-commerce technology providers;
• payment processors;
• fulfillment providers;
• warehouses;
• shipping carriers;
• customer-service providers;
• email and SMS marketing providers;
• advertising platforms;
• analytics providers;
• fraud-prevention providers;
• IT and cloud-service providers;
• professional advisers such as accountants, lawyers, and consultants.

These companies may process personal information as necessary to provide their services to us.

We may also disclose personal information where required by law, legal process, court order, governmental request, or where reasonably necessary to protect our rights, customers, employees, business, or the public.

If MyTrends Inc., SOVT, or substantially all of its assets are involved in a merger, acquisition, financing, restructuring, bankruptcy, or sale, personal information may be transferred as part of that transaction.

F. PAYMENT PROCESSING

Payments made through the Site may be processed by third-party payment providers.

Payment methods may include services made available through Shopify or other payment providers, including credit cards, digital wallets, or other payment options.

Payment information is generally submitted directly to the applicable payment provider and is subject to that provider's privacy practices.

G. EMAIL MARKETING

If you sign up to receive marketing emails from SOVT, we may send you:

• new product announcements;
• early-access notifications;
• restock notices;
• promotional offers;
• special releases;
• brand updates;
• abandoned-cart reminders.

You may unsubscribe at any time by clicking the unsubscribe link contained in a marketing email.

Transactional emails relating to purchases, shipping, account activity, customer service, or legal notices may still be sent even if you unsubscribe from marketing.

H. SMS / TEXT MESSAGE MARKETING

If you provide your mobile phone number and consent to receive marketing text messages, we may send recurring promotional or informational SMS or MMS messages.

These messages may include:

• early-access notifications;
• product launches;
• promotions;
• restock notifications;
• cart reminders;
• checkout reminders;
• brand updates.

Message frequency may vary.

Message and data rates may apply.

Consent to receive marketing text messages is not a condition of purchasing any product or service.

You may opt out of SMS marketing at any time by replying STOP to a marketing text message.

We do not sell or rent SMS consent information to third parties for their own unrelated marketing purposes.

I. ABANDONED CARTS AND CHECKOUTS

We may use cookies and similar technologies to identify shopping carts or checkouts that were initiated but not completed.

Where permitted by law and where you have provided the appropriate consent, we may use this information to send reminders through channels such as email or SMS.

These messages may include information about products left in your cart as well as other SOVT products, releases, promotions, or offers.

J. YOUR PRIVACY CHOICES

Depending on where you live, you may have the ability to:

• unsubscribe from marketing emails;
• opt out of marketing text messages;
• control cookies;
• request access to personal information;
• request correction of personal information;
• request deletion of personal information;
• request a copy of certain personal information;
• withdraw consent where processing is based on consent;
• opt out of certain targeted advertising or data-sharing activities.

To submit a privacy request, contact:

hello@sovt.com

We may need to verify your identity before processing certain requests.

K. U.S. STATE PRIVACY RIGHTS

Residents of certain U.S. states may have additional privacy rights under applicable state privacy laws.

Depending on the jurisdiction and whether the applicable law applies to our business, those rights may include the right to:

• confirm whether we process your personal information;
• access personal information;
• correct inaccuracies;
• delete personal information;
• obtain a portable copy of certain information;
• opt out of targeted advertising;
• opt out of certain sharing or sales of personal information;
• appeal a decision relating to a privacy request.

We will not unlawfully discriminate against you for exercising applicable privacy rights.

Requests may be submitted to:

hello@sovt.com

L. CALIFORNIA PRIVACY RIGHTS

California residents may have rights under the California Consumer Privacy Act, as amended by the California Privacy Rights Act (“CCPA/CPRA”), if the law applies to us.

These rights may include the right to request:

• categories of personal information collected;
• sources from which personal information was collected;
• purposes for collecting, using, or disclosing information;
• categories of third parties to whom information was disclosed;
• access to specific pieces of personal information;
• correction of inaccurate information;
• deletion of personal information;
• portability of personal information;
• opt-out of certain sales or sharing of personal information.

Sale and Sharing

We do not sell personal information for money.

Certain uses of advertising or analytics technologies may constitute “sharing” or “sale” under some U.S. state privacy laws even where no money is exchanged.

Where applicable, you may exercise available opt-out rights through our Site privacy controls or by contacting us at:

hello@sovt.com

M. EU AND UK PRIVACY RIGHTS

If you are located in the European Economic Area (“EEA”) or United Kingdom, applicable privacy laws may provide additional rights.

Depending on the circumstances, these rights may include:

• the right of access;
• the right to rectification;
• the right to erasure;
• the right to restriction of processing;
• the right to data portability;
• the right to object;
• the right to withdraw consent;
• the right to lodge a complaint with a supervisory authority.

Where required, we process personal information based on legal grounds that may include:

• performance of a contract;
• compliance with legal obligations;
• legitimate interests;
• consent.

You may contact us at hello@sovt.com to exercise applicable rights.

N. CANADIAN PRIVACY RIGHTS

Canadian residents may have rights under applicable federal or provincial privacy laws.

Depending on applicable law, these rights may include the right to:

• access personal information;
• correct personal information;
• withdraw consent;
• challenge our compliance with applicable privacy requirements.

Requests may be submitted to hello@sovt.com.

O. INTERNATIONAL DATA TRANSFERS

MyTrends Inc. is based in the United States.

If you access the Site from outside the United States, your personal information may be transferred to, processed in, or stored in the United States and other countries in which our service providers operate.

Privacy and data-protection laws in those countries may differ from the laws in your country of residence.

Where required by applicable law, we or our service providers may implement safeguards designed to protect international transfers of personal information.

P. DATA RETENTION

We retain personal information only for as long as reasonably necessary for the purposes described in this Policy, including to:

• fulfill transactions;
• maintain business records;
• comply with legal and tax requirements;
• resolve disputes;
• enforce agreements;
• prevent fraud;
• maintain security.

Retention periods may vary depending on the type of information and applicable law.

Q. DATA SECURITY

We use reasonable administrative, technical, and organizational measures designed to protect personal information against unauthorized access, loss, misuse, alteration, or disclosure.

However, no website, database, transmission, or storage system can be guaranteed to be completely secure.

R. CHILDREN'S PRIVACY

The Site is not intended for children under the age of 13.

We do not knowingly collect personal information from children under 13.

If we become aware that personal information has been collected from a child under 13 without appropriate authorization, we will take reasonable steps to delete it.

S. THIRD-PARTY WEBSITES

The Site may contain links to websites, applications, or services operated by third parties.

We are not responsible for the privacy practices of those third parties.

We recommend reviewing the privacy policy of any third-party website or service you visit.

T. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy from time to time to reflect changes in our practices, technologies, services, or applicable laws.

When we update this Policy, we will revise the “Effective Date” shown at the top of the page.

We encourage you to review this Privacy Policy periodically.

U. CONTACT INFORMATION

If you have questions about this Privacy Policy, our privacy practices, or would like to exercise a privacy right, please contact:

SOVT

Email: hello@sovt.com

Website: sovt.com