Privacy Policy

Last Updated: February 2026

Darn Tough Vermont (hereinafter “we”, “our”, or “us”) respects your privacy and is committed to protecting your personal information. This Privacy Policy explains how we collect, use, share, and protect your personal information when you visit our website (darntough.com), purchase our products, join our Micro Crew Loyalty Program, participate in our Guaranteed for Life warranty service, or otherwise interact with us.

1. Information We Collect

When you visit our website or interact with us, we may collect the following categories of information:

  1. Information You Provide Directly (Personal Information):
  • Identity & Contact Details: Name, email address, phone number, billing address, and shipping address.
  • Account & Transaction Data: Username, password, order number, purchase history, and payment information (such as credit card details, typically processed by third-party payment gateways).
  • Customer Support & Service Interactions: Product reviews, warranty claims, inquiries, or complaints submitted by you (such as information provided when processing a warranty replacement for socks under our “Guaranteed for Life” program).
  1. Information Collected Automatically (Technical Information):
  • Device & Browsing Data: Collected automatically via cookies, log files, web beacons, and similar technologies, including your browser type, operating system, IP address, approximate geographic location, screen resolution, referral source (such as search engines or social media links), and browsing behavior on the website.
  • Analytics & Session Recordings: We use analytics tools (such as Google Analytics and Microsoft Clarity) to understand how users interact with our website, recording user navigation paths and interaction behaviors.

2. How We Use Your Information

We may use the personal information we collect for the following business and commercial purposes:

  • Fulfilling Contracts and Providing Services: Processing your online orders, managing your account, running loyalty programs, handling returns and exchanges, and honoring our “Guaranteed for Life” commitment.
  • Improving and Personalizing Your Experience: Analyzing website traffic and user behavior, optimizing website functionality, and delivering tailored content and advertisements based on your interests.
  • Marketing and Communications: Sending you new product updates, promotional offers, or cart abandonment reminders with your consent. You can opt out of marketing emails at any time by clicking the unsubscribe link within the email.
  • Complying with Legal Obligations: Maintaining compliant business records, responding to lawful requests from law enforcement authorities, and complying with applicable laws and regulations.

3. Information Sharing and Disclosure

We do not sell or rent your personal information to third parties for monetary gain. We only share information in the following circumstances:

  • Service Providers: We share information with third-party vendors who assist us in operating our website, processing payments, fulfilling orders, sending emails, and providing customer support.
  • Marketing and Advertising Partners: To display targeted advertisements tailored to your interests, we may share certain internet and electronic network activity information (such as through cookies or pixel tags) with third-party advertising networks and social media platforms. You can opt out of targeted advertising at any time by enabling Global Privacy Control (GPC) or managing your cookie settings.
  • Legal Requirements: We may disclose information when required by law, regulation, or legal process, or to protect the rights, property, or safety of us, our users, or others.

4. Data Retention

We retain your personal information only for as long as necessary to fulfill the purposes for which it was collected, unless a longer retention period is required or permitted by law:

  • Account and Loyalty Program Information: Retained until you delete your account or request data deletion.
  • Purchase Records: Generally retained for customer relationship management (CRM) and warranty purposes.
  • Analytics and Log Data: Unique device identifiers and analytics data typically expire within 26 months; website session recordings are generally retained for 30 days (tagged or bookmarked sessions may be retained for up to 13 months).

5. Your Privacy Rights

Depending on your jurisdiction (such as certain U.S. states or GDPR-regulated regions), you may have the following rights:

  • Right to Know and Access: The right to know what personal information we have collected about you and how it is used.
  • Right to Correct: The right to request correction of inaccurate or incomplete personal information.
  • Right to Delete: The right to request the deletion of your personal information.
  • Right to Opt-Out: The right to opt out of marketing communications or the sharing of personal information for targeted advertising.

To exercise these rights, please contact us by sending an email to support@darntough.com or by submitting a privacy rights request form on our website.

6. Protection of Minors

Our website is not designed for children under the age of 13. We do not knowingly collect personal information from children under 13. If we discover that we have inadvertently collected such information, we will take immediate steps to delete it from our servers.

7. Updates to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our business practices or legal requirements. Any modifications will become effective immediately upon posting on the website. We encourage you to review this policy periodically for the latest information.

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