Terms of Use

Effective 28 October 2026

These terms apply when you use FitIQ, the iPhone app that scans your proportions, estimates your measurements and suggests fits, colours and outfits. FitIQ is provided by Hokfam (“we”, “us”). Please read them alongside our privacy policy.

1. Accepting these terms

By downloading or using FitIQ you agree to these terms. If you don’t agree, please don’t use the app. You can download FitIQ from the App Store.

2. Who can use FitIQ

You must be at least 13 to use FitIQ. To buy FitIQ Premium you must be old enough to make purchases where you live (the age of majority), or have permission from a parent or guardian who agrees to these terms for you.

3. Your account and device

You’re responsible for your device, your Apple ID and anything done through them. Give accurate information when the app asks for it, and let us know through the app if you think someone has used FitIQ on your behalf without permission.

4. FitIQ Premium, billing and renewals

• FitIQ Premium is an auto-renewing subscription sold through Apple’s App Store. The price and length of each plan are shown in the app before you buy.
• Payment is charged to your Apple ID when you confirm the purchase. Your subscription renews automatically at the same price and length unless you turn off auto-renew at least 24 hours before the end of the current period.
• You can manage or cancel your subscription at any time in your Apple ID settings (Settings → your name → Subscriptions). Cancelling stops future renewals; you keep Premium until the end of the period you’ve paid for.
• Payments, billing and refunds are handled by Apple under its own terms. To ask for a refund, use reportaproblem.apple.com. We can’t issue refunds for App Store purchases ourselves.
• If we change subscription prices, Apple will tell you in advance and, where required, ask for your consent.

5. Free trials

We may sometimes offer a free trial. Unless you cancel at least 24 hours before the trial ends, it will turn into a paid subscription and you’ll be charged. Any unused part of a trial ends when you buy a subscription.

6. Your photos and content

You own the photos, wardrobe items and other content you add to FitIQ. You give us a limited, non-exclusive, worldwide, royalty-free licence to store, copy and process that content only so we can provide FitIQ’s features to you – for example, to estimate measurements, generate outfit ideas or create a virtual try-on.

Some features, such as styling suggestions and virtual try-on, send the images you choose to submit securely through FitIQ’s servers to third-party AI providers, currently OpenAI and FASHN, for processing, and return the result to you. Only upload photos you have the right to use, and don’t upload photos of other people without their permission. See our privacy policy for more on how this works.

7. AI results are estimates

Measurements, body type, fit scores, colour palettes, outfit ideas and virtual try-on images are generated automatically and are estimates. They can be inaccurate, and sizes are approximate – always check a retailer’s size guide before you buy. FitIQ is not medical, health, fitness, nutrition or other professional advice, and isn’t a substitute for it. If you have concerns about your health or body, speak to a qualified professional.

8. Acceptable use

Please don’t:

• upload content that is illegal, sexual, harassing, hateful or that infringes someone else’s rights;
• upload images of children or of anyone without their consent;
• use FitIQ to create misleading, deceptive or harmful images of real people;
• copy, reverse engineer, scrape or try to get around the app’s security or limits, except where the law allows it;
• resell the app or use it for any purpose other than your own personal, non-commercial use.

We may remove content or suspend access if we reasonably believe these rules have been broken.

9. Our intellectual property

FitIQ, including its design, software, text, graphics and brand, belongs to Hokfam or our licensors. We grant you a personal, non-transferable, revocable licence to use the app on Apple devices you own or control, as permitted by the App Store’s Usage Rules. All rights not expressly granted are reserved.

10. Apple App Store terms

These terms are between you and Hokfam only, not Apple. In particular:

• Hokfam, not Apple, is solely responsible for FitIQ and its content.
• Apple has no obligation to provide maintenance or support for FitIQ.
• If FitIQ fails to conform to any applicable warranty, you may notify Apple and Apple will refund the purchase price (if any) for the app. To the maximum extent permitted by law, Apple has no other warranty obligation with respect to FitIQ.
• Apple is not responsible for addressing any claims by you or any third party relating to FitIQ or your use of it, including product liability claims, claims that the app fails to meet legal or regulatory requirements, and consumer protection, privacy or similar claims.
• Apple is not responsible for investigating, defending, settling or discharging any third-party claim that FitIQ or your use of it infringes that third party’s intellectual property rights.
• You confirm that you are not located in a country subject to a US Government embargo or designated as a “terrorist supporting” country, and that you are not on any US Government list of prohibited or restricted parties.
• You must also comply with any applicable third-party terms (such as your mobile data agreement) when using FitIQ.
• Apple and its subsidiaries are third-party beneficiaries of these terms, and once you accept them Apple will have the right to enforce them against you as a third-party beneficiary.

Where these terms differ from Apple’s standard Licensed Application End User License Agreement, these terms apply to the extent permitted.

11. Disclaimers

We work hard to keep FitIQ useful and reliable, but it is provided “as is” and “as available”. To the extent the law allows, we don’t promise that the app will always be available, error-free or that results will be accurate or meet your needs. Features may change or be removed over time. Nothing in these terms affects your statutory rights as a consumer.

12. Limiting our liability

Nothing in these terms limits or excludes liability for death or personal injury caused by negligence, for fraud, or for anything else that can’t be limited by law. Otherwise, we are not responsible for losses that weren’t foreseeable, for business losses, or for decisions you make based on FitIQ’s estimates (such as clothes you buy). To the extent the law allows, our total liability to you for any claim relating to FitIQ is limited to the amount you paid for FitIQ Premium in the 12 months before the claim.

13. Ending your use

You can stop using FitIQ at any time by deleting the app and cancelling any subscription in your Apple ID settings. We may suspend or end your access if you seriously or repeatedly break these terms, or if we have to for legal reasons. Sections that by their nature should continue (such as 7, 9, 11, 12 and 15) survive termination.

14. Changes to these terms

We may update these terms from time to time, for example when we add features or the law changes. We’ll update this page and the effective date at the top, and if a change is significant we’ll let you know in the app. If you keep using FitIQ after a change, the new terms apply.

15. Governing law

These terms are governed by the laws of England and Wales, and the courts of England and Wales have jurisdiction. If you live elsewhere in the UK or in the EU, you may also have the protection of the mandatory laws of, and be able to bring claims in, the country where you live.

16. Contact us

For questions about these terms, open the Profile tab in the app and choose Help & Support, or see the support page.