← UP FOREVER

Last updated: August 14, 2026

Terms & Privacy

This website, upforever.world (the “Site”), is operated by UP FOREVER™ (“UP FOREVER,” “we,” “us,” “our”). By accessing or using the Site, you agree to these terms. If you do not agree, please do not use the Site.

Terms of Use Privacy Policy Cookies & Measurement Do Not Sell or Share Email & Marketing Your Rights Disclaimers Contact

01  Terms of Use

Acceptance

By using the Site you confirm you are at least 13 years old and that any information you give us is accurate. If you are under 18, use the Site only with the involvement of a parent or guardian.

Use of the Site

The Site is provided for browsing our lookbook, release calendar, and mailing list. You agree not to interfere with the Site, attempt to gain unauthorized access to it or to any system connected to it, scrape it by automated means, or use it in violation of any applicable law.

Intellectual property

The UP FOREVER name, wordmark, monogram, garment and print designs, product imagery, layout, and written copy on this Site are ours and are protected by copyright and trademark law. You may view and share the Site, but you may not reproduce, sell, or use our designs or marks commercially, or make derivative products from them, without our written permission.

Products, drops and pricing

The store is not open yet. The checkout built into this Site runs in test mode only: it cannot charge a card and no order will be shipped. Products shown are lookbook pieces released on a drop schedule. Product names, images, materials, prices, drop dates, and availability may change without notice. Colours may differ between screens and finished garments.

Where a price is shown, it is an indication and not a quote, until the store opens. Every piece displays a price. While the store is closed that price is the intended retail figure for the piece; it does not include shipping or tax, nothing here reserves stock, and no price on this Site is a comparison to any former, future or competitor price. When the store opens, the displayed price is the amount charged for the piece, and shipping is shown as its own line before payment.

When the store does open, everything about an order (the flat shipping charge, the shipment window, cancellation, returns and refunds, and what happens to your address) is set out at Shipping, Returns & Refunds, which forms part of these terms for any purchase.

Product images are composites, not photographs of a finished sample. The artwork on each piece is placed onto a real blank garment by software. It shows the real print at its real size in its real position, and it is not a photograph of a manufactured item. The blank in each picture is re-dyed to the colourway that ships, which is named on every listing (the tees ship in Faded Eucalyptus, a washed sage-cream, not white), and the picture shows the inks the direct-to-garment file carries: three of the house inks are printed one step deeper than the Pantone references listed, so that each clears a contrast floor against the blank. Weight, fit, garment-dye variation and stitch quality can only be judged from a physical sample. Garment-dyed blanks in particular are dyed after the garment is sewn, so units vary from each other by design.

Third-party links

The Site may link to third-party platforms. We do not control those services and are not responsible for their content, terms, or privacy practices. Signup forms on this Site are not third-party links: they submit to this Site itself.

Governing law

These terms are governed by the laws of the Commonwealth of Massachusetts, USA, without regard to its conflict-of-laws principles. Any dispute will be subject to the exclusive jurisdiction of the state and federal courts located in Massachusetts.

02  Privacy Policy

What we collect

Directly from you: your email address, and only if you type it into one of the signup forms (the “Join the list” form, the footer form, or the notify form inside a product quick view). We also record which form you used, and for the quick-view form the code of the piece you were looking at, so the drop email can lead with the thing you actually asked about. Browsing the Site asks you for nothing else: no name, no address, no phone number.

If you buy something, an order also involves your name, shipping address, email and any phone number you give, handled by a payment processor and a print and fulfilment provider as described in Your data at checkout. We never see or store your card number. Nothing on this page is collected by browsing alone.

Automatically: page view measurement, plus ordinary server logs. This Site uses Cloudflare Web Analytics, which is cookieless and collects no personal data. No advertising vendor loads at all. See “Cookies and measurement” below.

What we do not do

Cookies and measurement

We use Cloudflare Web Analytics to count page views. It is a privacy-first, cookieless measurement tool: it sets no cookies, stores no identifier on your device, does not collect personal data and does not fingerprint you. It does not follow you to any other site. It tells us that a page was viewed, roughly from where, and on what kind of browser, in aggregate. It is never joined to the mailing list and never receives your email address.

It runs on every page of this Site. It is injected by our host at the edge rather than written into this Site's source, so it is turned on and off in a Cloudflare setting rather than in a file here. You can check it yourself: open any page in a browser and look at the network requests, and you will see the script fetched from static.cloudflareinsights.com and a measurement posted to /cdn-cgi/rum. An earlier version of this page stated that no analytics ran here. That was wrong. It was written from a check made with a plain command line fetch, which the edge does not inject into, so the script was missed. This paragraph replaced that claim in the first deploy after a real browser proved otherwise.

There is still no advertising pixel. An earlier version of this page described a Meta pixel and Google Analytics. Both were removed from the Site, and js/analytics.js still carries an empty id for each, so neither is ever fetched. Cloudflare Web Analytics is not an advertising tool and shares nothing with an advertiser.

We set no cookies of our own. Our host, Cloudflare, may set a strictly necessary cookie and receives ordinary request data (such as IP address) to serve and protect the Site. Typefaces are loaded from Google Fonts, which receives the request needed to serve the font file.

If any further measurement is added, this section, the “What we collect” section and the “Do Not Sell or Share” section will be updated in the same deploy that adds it, naming the vendor and the categories of data it receives. Your email address would not be passed to such a vendor in any case: the event is reported, not the address.

Global Privacy Control is honoured. The Site checks for a GPC signal before loading any measurement vendor and skips the vendor entirely when it sees one. Not loading is the whole mechanism: there is no partial mode being relied on here. With no vendor configured at all today, there is currently nothing for the signal to suppress, and the check stays in place for whenever there is.

Do Not Sell or Share My Personal Information

We do not sell your personal information for money, and we are not currently sharing it for cross-context behavioural advertising, as those terms are used under the CCPA/CPRA, because no advertising pixel runs on this Site. The opt-out below stands anyway, so it is already in place if that ever changes:

We will not discriminate against you for opting out.

Your browser also keeps a copy of any address you submit in its own local storage on your device, so a signup survives closing the tab mid-submit. That copy lives on your device, not on our servers, and clearing your browser data removes it.

Where your email goes, and who else sees it

When you submit a form, your address is sent to this Site and stored in our own storage at our host, tagged with the form you used. Your browser does not send it anywhere else. It is then collected into a mailing-list system operated by the operator of this Site, and delivery is handled by an email service provider that processes your address solely to send the messages you asked for.

The mailing-list system is shared with one or more affiliated brands run by the same operator. That means your address may also be used to send you occasional updates from an affiliated brand, and it is why we do not claim that nobody but us ever sees it. Outside that operator, that email service provider and our host, we share your address with no one, and we do not sell, rent or trade it. Unsubscribing stops all of it in one action.

We describe these recipients by category rather than by company name. That is the unit of disclosure the CCPA works in (Cal. Civ. Code 1798.110(c)(4) and 1798.115(c)), and it is deliberate: it is accurate, and it does not turn a privacy policy into a directory of our suppliers. If you want to know a specific recipient before you sign up, ask at hello@upforever.world and we will tell you.

Fonts, hosting and other third parties

The Site is hosted on Cloudflare Pages, and Cloudflare processes standard server request data (such as IP address) to serve and protect the Site. Typefaces are loaded from Google Fonts, which means your browser requests the font files from Google and Google receives that request. Neither is used by us to build a profile of you.

In full, the third parties this Site touches are: Cloudflare (hosting and the storage your signup is written to), Google Fonts (typefaces), and our email service provider (delivering the list). Cloudflare is also the analytics provider, through the cookieless Cloudflare Web Analytics described above. No advertising vendor is loaded at all. That is the whole list.

Retention and security

We keep your email address until you unsubscribe or ask us to delete it, after which it is removed from the active list. Signups are rate limited, and the only thing we store against them is the address itself, the form you used and the time. No method of transmission or storage is perfectly secure and we cannot guarantee absolute security, but the list is not public and is never sold, rented or traded.

03  Email & Marketing

Submitting one of the forms is your consent to receive drop announcements and brand updates from UP FOREVER and, because the list is shared as described above, occasional updates from an affiliated brand run by the same operator. We will not send you anything else, and we will not send you anything you did not sign up for.

Every marketing email we send includes a working unsubscribe link and a valid physical postal address, and we honour unsubscribe requests promptly, as the CAN-SPAM Act (15 U.S.C. ch. 103, and 16 CFR part 316) requires. You can also unsubscribe at any time by emailing hello@upforever.world. Unsubscribing stops the marketing email; it does not require us to keep your address for any other purpose.

We only send when there is something to send. In practice that is a drop, and drops are infrequent by design.

04  Your Rights

Whatever state or country you are in, you can ask us to tell you what we hold about you, correct it, or delete it. Since the only thing we hold is an email address, that is usually a one-line request and a one-line answer. Email hello@upforever.world and we will act on it.

California residents. We do not sell your personal information for money, and with no advertising pixel running we are not currently “sharing” it for cross-context behavioural advertising under the CCPA/CPRA either. The opt-out stands regardless, including a browser signal we honour automatically: see Do Not Sell or Share My Personal Information above. You may also make access and deletion requests at the email address above, and we will not discriminate against you for exercising any of these rights. You have the right to know the categories of third parties that receive your information, which are set out under Where your email goes.

Children. The Site is not directed to children under 13 and we do not knowingly collect their information. If you believe a child under 13 has given us an email address, contact us and we will delete it.

05  Disclaimers

The Site and its contents are provided “as is” and “as available,” without warranties of any kind, express or implied, including merchantability, fitness for a particular purpose, and non-infringement, to the fullest extent permitted by law. We do not warrant that the Site will be uninterrupted, error-free, or free of harmful components, or that drop dates or product details shown will not change.

To the fullest extent permitted by law, we are not liable for any indirect, incidental, special, consequential, or punitive damages arising from your use of the Site. Some jurisdictions do not allow certain limitations, so some of the above may not apply to you, and nothing here limits any right you have that cannot be limited by law.

06  Contact

Questions about these terms, this policy, or anything we hold about you: hello@upforever.world. That mailbox is read by the people who run the brand and is the right place for privacy requests, opt-outs and anything else on this page.

UP FOREVER is an independent clothing label operated from Massachusetts, USA. Marketing email we send carries a valid physical postal address, as described in Email & Marketing above.

We may update this page as the brand grows, particularly when the store opens. The “last updated” date at the top always reflects the current version.