Privacy policy

Last updated: October 25, 2026

1. Who we are

Thread is operated by Isak Halvor Hustad. Contact: isakhus@gmail.com.

2. What the app does

Thread analyzes photos or selected video frames that you choose yourself, in order to identify clothing and suggest search terms and similar products. You can also use visual search ("find exact match") to find where a garment is sold.

3. Data we process

• Photos or video frames you select for analysis
• AI-generated descriptions of clothing, colors, style and search terms
• Scan history stored locally on your device, including a copy of the photos you scanned, and your wishlist
• Aggregated finds, likes and trend data if you choose to contribute
• Shopping searches if product search is used
• Images you submit to visual search to find where a garment is sold
• Feedback and error reports you or the app send (message, app version, device type and error details) — never image content
• Technical logs (error codes, app version, performance data) — never image content

Photos may contain personal data such as faces, bodies, your home or other people. Do not upload images you do not have the right to use.

4. How images are processed

Selected photos/video frames are compressed on your device (metadata such as GPS location is removed) and sent to our server for AI processing. The server forwards the compressed image content to our AI provider to generate clothing descriptions. Images are not stored on our servers after the analysis is complete. Analysis only takes place after you have given consent in the app.

With visual search ("find exact match"), the compressed image is temporarily uploaded and sent to Google for image recognition, in order to find similar or identical products. The temporary image is deleted immediately after the search.

5. Local history and deletion

Scan history, your wishlist and consent are stored locally on your device. So that you can reopen a scan later, the app keeps a copy of the photos you scanned in your scan history — on your device only, never on our servers. Photos are kept for your most recent scans and removed automatically from older ones.

You can delete a single scan (including its photos) by tapping Edit in History, and delete all local data from Settings in the app. Uninstalling the app normally removes all local app data as well.

6. Sharing and trend data

If you voluntarily share where you found a garment, the store/source, the clothing description and a small preview image of the garment are stored. This may be shown publicly in trend views for other users, and cannot be linked to you as a person. This is clearly indicated in the app before you share.

Shared images go through automated (AI-based) content moderation before they are shown, and images that do not primarily show clothing, shoes or accessories are rejected. Do not share images showing people or private information. If you want a shared image removed, contact us at isakhus@gmail.com and we will remove it.

7. Third-party providers

• Google Gemini — AI analysis of clothing in selected images. Anthropic (Claude) and OpenAI are used as fallbacks if Gemini is unavailable
• Firebase / Google Cloud — server, database and hosting
• SerpAPI / Google — product search (search text) and visual search (Google Lens), where the image is sent for image recognition
• Email service (e.g. Brevo) — delivers feedback and error reports to us
• Apple App Store — distribution

These providers process data only on our behalf and instructions, for the purposes described in this policy, and are contractually required to provide the same or equal level of data protection as described here. They do not receive your name, contact details or any account identity — only the image content needed for the analysis you request.

8. Retention

• Images/video frames on our servers: processed transiently and not stored after analysis
• Scan photos on your device: until you delete the scan, delete local data or uninstall the app
• Local data: until you delete it or uninstall the app
• Trend/find data: aggregated, without personal identification
• Technical logs: maximum 30 days

9. International transfers

Some providers may process data outside Norway/the EEA. Where relevant, we use providers with standard contractual clauses (SCCs) for data protection.

10. Children

The app is not directed at children. Do not upload images of children for analysis.

11. Your rights

Users in the EEA have the right to access, deletion, rectification and restriction, and may lodge a complaint with the Norwegian Data Protection Authority (Datatilsynet). Contact isakhus@gmail.com for requests.

12. Changes

We may update this policy. Material changes will be announced in the app, and consent will be collected again where required.