Privacy Policy

Darn Tough Privacy Policy

Effective date: August 27th, 2025

This Privacy Policy describes how your personal information is collected, used, and shared when you visit or make a purchase from us on our website, www.darntough.com (the “Website”). If you are a resident of California, Colorado, Montana, Nebraska, New Hampshire, Oregon, Texas, or Virginia, you should also refer to our Multi-State Privacy Notice, which provides additional rights and protections based on the laws of those states. If your state has a comprehensive privacy policy and is not listed above, it is because we do not meet the threshold for applicability.

The Website is directed only to U.S. consumers and is only intended for access and use in the U.S. Consequently, this Privacy Policy applies only to U.S. consumers. (If you live in Europe, please visit our sites there, www.darntough.eu or www.darntough.uk. For online sales in Canada, visit www.darntough.ca/shop-online.) 

Information Collected from Visitors to the Website

We may collect various kinds of information from visitors to the Website, some of which is “Personal Information.” “Personal Information” is generally defined as information that identifies or could reasonably be linked, directly or indirectly, with a particular consumer or household.

Information Collected Automatically

We collect information from visitors to the Website using “cookies,” “log files,” “web beacons” and other technologies as they become available.

The information we collect automatically falls into three basic categories - Strictly Necessary, Analytics, and Marketing:

Strictly Necessary. The information collected in this category is crucial for our Website to function correctly and is generally exempt from user consent requirements under privacy laws, including the California’s CCPA and the GDPR. The information collected enables core functionalities like logging in and remembering login details, use of the  shopping cart, and navigation between webpages on the Website.

Analytics. Through our analytics partners such as GA4 and Microsoft Clarity, we collect information that allows us to analyze and understand customer behavior. This helps us improve our website and marketing strategies with the aim of providing a better user experience and, of course, selling more socks.

Information collected may include data regarding the device and browser you use to access our Website, what screen size you’re browsing with, your relative geographic location, what brought you to the Website (e.g., a search engine or a link from social media), whether you have been on our Website before, and your behavior on  the Website, including what pages you visit, how much time you spend on a page, and what you place in the shopping cart. Analytics information falls under a number of subcategories and some of it is available to us only in aggregated and anonymized form:

• Device Information (unique identifiers assigned to each device you use to access our Website);
• Website Traffic (tracking the number of visitors, their source (e.g., search engines, social media), and the pages they visit);
• User Engagement (how you interact with the Website, the time spent on pages, scrolling behavior, clicks on various elements)
• Purchase-Related Actions (e.g., product views, add-to-cart actions, and purchases)
• Demographics: Information such as approximate location (e.g., city or region) and inferred characteristics (e.g., age, gender, interests) based on probabilistic data collected from users who are logged into a Google account with Ad Personalization enabled, or through analytics tools like GA4 and Microsoft Clarity. This data may include Personal Information (such as data linked to identifiers like cookies or device IDs) as defined under applicable U.S. state privacy laws (including the California Consumer Privacy Act). We may receive and use this data as provided by these third-party tools to analyze user behavior and improve our services. For more details on how these tools collect and process data, see Google's Privacy Policy and Microsoft Clarity's Privacy Statement.

Marketing. Marketing cookies, which are provided by our advertising partners and social media platforms (e.g., Facebook and Instagram), collect information that may be used to build a profile of your interests and to show you relevant advertisements on other sites, including advertisements for our socks. The latter practice is known as “targeted advertising” or “cross-context behavioral advertising.” If you do not allow these cookies, you will experience less advertising geared to your interests when you visit third-party websites.

Information That You Voluntarily Provide To Us

The Personal Information that you voluntarily provide depends on the nature of your interactions with us. Such information may include your name, physical address, email address, telephone number, and other information communicated when you fill out web forms, place orders, send us email inquiries and responses, opt-in to receive marketing emails, chat with our representatives, join the Micro Crew Loyalty Program, or write reviews. (For reviews, we only include the reviewer's first name and initial of their last name.) This information is generally stored in our Customer Relationship Management ("CRM") system. We retain most of it indefinitely, subject to any rights you may have with respect to your Personal Information.

How We May Use Your Personal Information

We may use and process Personal Information collected by or provided to us for the following purposes:

• To perform our agreement with you when you purchase socks from us online, join our Micro Crew Loyalty Program, return socks to us, or take advantage of our Guaranteed for Life program. In such case we will use your contact details, information regarding your purchases, and your account and electronic identification data;
• To comply with our legal obligations. Any information that we collect may be used by us to maintain appropriate business records, comply with lawful requests by public authorities, or comply with applicable laws and regulations;
• To pursue our legitimate commercial interests, for example, to send you direct marketing emails, product information, and promotional offers (provided you have opted in to receive such emails, information, and offers). You will always be able to unsubscribe to such emails by using the link in each email. Those communications are separate from our other marketing partners who may track your activity on the Website and across different websites in order to show you advertising geared to your interests.
• To improve our products and services and to better understand our customers on both a collective and individual basis in order to provide a better user experience on the Website. We do this by combining data (including Personal Information) that we collected from our Service Providers or receive from you in order to see how our Site is being used, what customers look at and for how long, and what they buy. We may also do this through surveys and feedback about our products and services;
• To promote our products and services and to allow us to provide, personalize, measure, and improve our digital advertising. We may, for example, send you marketing emails (if you have opted in to receive them), show you suggestions and targeted ads (including on third-party websites and social media) based on how you interact with us, or use your Personal Information to create specific target audiences to whom to show ads on social media;
• To maintain the security of our website, by using certain Personal Information (such as unique identifiers) for security and fraud prevention;
• To facilitate our business operations; and
• To carry out other legitimate business purposes as permitted by applicable law.

Third Parties With Whom We May Share Personal Information

“Selling” generally means selling, renting, or making available a consumer’s Personal Information to a third party for monetary or other valuable consideration. We don’t sell or rent Personal Information, and there are only two ways in which we share it: (1) with our Service Providers, or (2) with our marketing partners.

Service Providers are companies that we engage to process Personal Information for the sole purpose of providing us with specialized services such as payment processing, customer service, soliciting feedback, and handling complaints. Service Providers are prohibited by their written contracts with us from using Personal Information we share with them for any purpose other than furnishing the specific business service for which we hire them.

Our Service Providers fall into two basic categories:

• Customer Service. These service providers may advise you as to the status of your order, solicit your feedback about our socks, process your complaints, and/or post your reviews of our socks.
• Analytics. Analytics providers such as GA4 (Google Analytics) and Microsoft Clarity provide us with data showing how our website is being used. Both use unique identifiers (which are automatically assigned to your device/browser combination) to track your use of our Website. Since these identifiers could be combined with other data to identify a particular user, they are generally considered Personal Information. Unique identifiers collected by GA4 are set to expire automatically 26 months after the date of collection. Clarity retains data differently. Recordings of user activity on the website are retained for 30 days, but labeled or favorited sessions are retained for 13 months. In general, we retain analytics data for as long as the service provider permits because it allows us to look historically at our performance over a period of time.

We may also share your Personal Information with our marketing partners  for purposes of targeted advertising. Additionally, marketing for sweepstakes and contests on the Website is provided by third-party marketing companies, who have their own privacy policies. When you elect to participate in a contest or sweepstakes, your name and email address are shared with the marketing company, which will share that information with any company participating in the contest or sweepstakes.

A word also needs to be said about social media, as our Website contains links to certain social media platforms that collect Personal Information about you. If you click on a social media link on the Website, the platform (such as Facebook or Instagram) collects your IP address, browser information, and the fact that you were vising our Website. If you are logged into Facebook, Facebook can associate this information with your Facebook profile and track your activity.

Your Rights and Choices

There are certain measures you can take to minimize the use of your Personal Information. These are in addition to the rights that certain Website visitors and customers have based on the laws of their state of residence.

Review and Update Your Account Information

You have the right to access the account information that you voluntarily submit to us through the Website, and you may correct, update, amend, delete, or remove that information within your online account at any time.

Tracking Technologies

Most web browsers accept cookies by default. You can change your browser’s settings or install browser extensions to decline or delete cookies, but the ability to limit cookies is subject to each browser’s settings and limitations. If you disable all cookies, however, you may not be able to use certain functions of the Website, such as the shopping cart.

Global Privacy Control

You can enable the Global Privacy Control, which will send a signal to every website you visit (including our Website) not to share your Personal Information for purposes of targeted advertising. However, the GPC is an "off switch", the result of which is that you will only see non-personalized and usually irrelevant ads, rather than something geared to your interests.

Children’s Privacy

We do not knowingly collect Personal Information from anyone under the age of 13. If you are a parent or guardian and are aware that your child has provided us with Personal Information, please contact us. If we become aware that we have collected Personal Information from children under 13 without parental consent, we will take steps to remove that information from our servers.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time by posting such update on this web page and specifying the effective date thereof. Changes to this Privacy Policy are effective when they are posted on this web page.

If you have any questions about this Privacy Policy, please contact us here and click on "Get Help" or simply email us at support@darntough.com.