Privacy Policy
Last updated: 2026.08.22
This Privacy Policy explains how REVERSE PSYCHOLOGY LONDON LTD, trading as MAEHEM / MAEHEM by Reverse Psychology London (“MAEHEM”, “we”, “us” or “our”), collects, uses, stores and protects your personal information when you visit maehem.uk, place an order, contact us, create an account, subscribe to our communications, or otherwise interact with us. For the purposes of UK data protection law, REVERSE PSYCHOLOGY LONDON LTD is the data controller responsible for your personal information.
Company details
Company name: REVERSE PSYCHOLOGY LONDON LTD
Company number: 10037840
Registered office: 15-117 Great Titchfield Street, Selworthy House, W1W 6RZ, Westminster, London
Email: fashion@MaeHem.uk
1. Personal Information We Collect
Depending on how you use our website and services, we may collect and process the following information:
Identity and Contact Information
This may include:
- Your name
- Billing and delivery address
- Email address
- Telephone number
- Account details, where you create an account
Made-to-Measure and Custom Order Information
Where you order a made-to-measure, personalised or customisedproduct, we may collect measurements, sizing information, designpreferences and other information you provide that is necessary tocreate your order.
Technical Information
When you use our website, we may automatically collect certaintechnical information, including:
- IP address
- Browser type and version
- Device information
- Operating system
- Website usage information
- Cookie identifiers and similar technologies
Communications
We may retain information you provide when you contact us regarding an order, return, enquiry, complaint or other customer service matter.
Marketing Information
Where applicable, we may collect information about your marketing preferences, including whether you have chosen to receive emails or other communications from us.
2. How We Use Your Personal Information
We only use your personal information where we have a lawful reason to do so.
We may use your information to:
- Take and manage payments
- Arrange delivery
- Produce made-to-measure or customized products
- Prevent fraud and maintain the security of our website
- Improve our website and customer experience
- Send marketing communications where permitted
- Comply with legal and regulatory requirements
Our lawful bases for processing may include:
- Contract – where processing is necessary to provide products or services you have ordered from us.
- Legal obligation – where we need to process or retain information to comply with applicable laws, including accounting and tax requirements.
- Legitimate interests – where processing is reasonably necessary for the operation, security and improvement of our business, provided those interests are not overridden by your rights and interests.
- Consent – where we rely on your permission, for example for certain marketing communications or non-essential cookies andtracking technologies.
Where we rely on consent, you may withdraw your consent at anytime.
3. Cookies and Similar Technologies
Our website uses cookies and similar technologies to operate the website, remember preferences, support shopping and check out functionality, understand how the website is used and, where applicable, support analytics and marketing activities.Some cookies are strictly necessary for the website to function and do not require consent.
Where required by law, non-essential cookies and similar tracking technologies will only be used after you have provided your consent. You can accept, reject or manage non-essential cookies through our cookie consent tool.
For more information, please see our Cookie Policy.
4. Who We Share Your Information With
We may share personal information with trusted third parties where necessary to operate our business and provide our services.
These may include:
- Website hosting and e-commerce service providers
- Delivery, courier and postal companies
- Email and communication service providers
- Analytics providers, where applicable and subject to your cookie choices
- Marketing platforms, where applicable and permitted
- IT and website support providers
- Accountants, legal advisers and other professional advisers
- Government authorities, regulators or law enforcement where required by law
We only provide third parties with information reasonably necessary for them to perform their services.We do not sell your personal information.
5. International Data Transfers
Some of our service providers may process or store personal information outside the United Kingdom.
Where personal information is transferred internationally, we take appropriate steps to ensure that the information receives an adequate level of protection in accordance with applicable UK data protection law. This may include relying on UK adequacy regulations or appropriate contractual safeguards.
6. How Long We Keep Your Information
We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including to meet legal, accounting, tax, security and reporting requirements. Retention periods may vary depending on the type of information and our legal obligations.
For example:
- Order and transaction records may be retained for the period required by applicable tax and accounting laws.
- Customer service communications may be retained for as long as reasonably necessary to resolve enquiries and maintain appropriate business records.
- Account information may be retained while your account remains active and for an appropriate period afterwards.
- Marketing information may be retained until you unsubscribe, withdraw consent, object to processing, or until we determine that it is no longer necessary.
- Cookie information is retained according to the duration described in our Cookie Policy.
When personal information is no longer required, we will securely delete or anonymize it where appropriate.
7. Your Data Protection Rights
Depending on the circumstances, UK data protection law gives you rights in relation to your personal information.
These may include the right to:
- Request access to the personal information we hold about you
- Request correction of inaccurate or incomplete information
- Request deletion of your personal information in certain circumstances
- Request restriction of processing in certain circumstances
- Object to certain uses of your personal information
- Request transfer of certain information to you or another organization
- Withdraw consent where processing is based on consent
These rights are subject to certain legal conditions and exceptions.
To exercise any of these rights, please contact us at:
We may need to verify your identity before responding to your request.
8. Marketing Communications
Where you have subscribed to receive marketing communications from us, or where we are otherwise permitted by law to contact you, we may send you information about MAEHEM products, collections, events and offers. You can unsubscribe at any time by using the unsubscribe link in our marketing emails or contacting us at fashion@MaeHem.uk Unsubscribing from marketing communications will not prevent us from sending service-related messages concerning your orders or account.
9. Security
We take appropriate technical and organizational measures designed to protect personal information against unauthorized access, loss, misuse, alteration or disclosure. However, no method of transmitting or storing information online can be guaranteed to be completely secure.
10. Third-Party Links and Embedded Content
Our website may contain links to, or content embedded from, third-party websites and services. These third parties may collect information about you and may use their own cookies or tracking technologies. Their processing of your information is governed by their own privacy policies. We encourage you to review the privacy policies of third-party websites and services you use.
11. Children’s Privacy
Our website and products are not intended to collect personal information directly from children without appropriate involvement from a parent or guardian. If you believe that a child has provided personal information to us inappropriately, please contact us at fashion@MaeHem.uk.
12. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to our business, website, services or legal requirements. The latest version will always be published on this page, together with the date it was last updated.
13. Contact Us
If you have questions about this Privacy Policy or how we handle your personal information, please contact: REVERSE PSYCHOLOGY LONDON LTD , Email: fashion@MaeHem.uk
14. Complaints
If you have concerns about how we use your personal information, please contact us first so that we can try to resolve the matter. You also have the right to make a complaint to the Information Commissioner’s Office (ICO), the UK’s data protection regulator. Further information is available from the ICO.