Privacy Policy

Privacy Notice

This Privacy Notice states how Framtidarsetur ehf., ID Number 6601160280, Árleyni 2-8, 112 Reykjavík processes Personal Data of Data Subjects (here after also „you“).

This Notice addresses the processing of Personal Data when individuals:

  • Shop in our online store
  • Create an account on our website
  • Contact us, via e-mail, telephone or social media
  • Visit our website,

Framtidarsetur processes Personal Data in accordance with current privacy regulation in Iceland at any time, as well as relevant acts of the Agreement on The European Economic Area (EEA).

We value your Privacy

Framtidarsetur values privacy highly and respects the rights of individuals as well as ensuring that processing of Personal Data is in accordance with current regulations and best practices at any given time.

Which Data do we collect and for what purposes

We emphasize on only processing Personal Data that is necessary in relation to the purpose for which it was collected.  We do not process Personal Data for unrelated purposes unless you have been notified and given your consent.

Framtidarsetur processes, as relevant, the following Personal Data:

  • name
  • e-mail
  • telephone number
  • address and postal code
  • country of origin
  • card/payment information, but only to the extent necessary to enable the appropriate payment institution to process payments for the purchase of goods. Such information is not stored by Icewear.
  • Identification information, when individuals make an account on our website
  • Information regarding business history

It is our policy not to collect sensitive Personal Data, information about criminal offenses or information about children under the age of 13.

We process Personal Data mainly in order to:

  • Fulfil an online booking
  • Collect unpaid bills in the case of an account transaction
  • Respond to inquiries, complaints and compliments
  • Fulfil legal requirements
  • Manage information regarding business relations 

Legal basis for collection and processing of Personal Data

We collect and process your Data based on the following legal basis:

  • Performance of a contract. This legal basis mainly applies when individuals shop online through our website.
  • Legal obligation. This legal basis mainly applies in relation to bookkeeping. 

How long do we store your Data?

We store Personal Data for as long as necessary in relation to the relevant legal basis.

From whom do we collect your Personal Data?

We collect your Personal Data from you and in certain circumstances from external sources, but in such case you will be informed about the origin of the Data.

  1. When do we share your Personal Data with a third party and why?

Framtidarsetur does not under any circumstances sell your Personal Data. Icewear only discloses Data to third parties if required by law or in the case that the third party is a service provider, agent or contractor. Third parties can, for example, perform the following tasks:

  • Mail distribution in the purpose of delivering products
  • Administrate e-mail addresses and mailing lists
  • Hosting computer systems
  • Able us to communicate with customers through our website
  • Web hosting service

Our Privacy Notice does not cover processing by third parties. We have no control over, neither bear responsibility of the use, publication or any other processing on their behalf. We encourage you to read privacy policies of relevant third parties, including web hosting providers of sites that can refer to our website, software companies such as Facebook, Google and Microsoft, along with the payment service you choose to use.

Personal Data security and breach notification

Personal Data protection is important to Framtidarsetur and we have taken appropriate technical and organizational security measures to ensure the protection of your Personal Data in line with our security policy. In the event of a security breach involving your Personal Data and a risk regarding your liberty and rights, we will notify you without undue delay. A security breach is an event that leads to your Personal Data being lost or destroyed, changed, displayed or accessed by an unauthorized individual or individuals. Keep in mind that Personal Data you choose to share with us on social media, such as Facebook or Instagram, is considered public information and we have no control over such Data. If you do not wish to share Data with other users or the social media provider, we recommend that you do not share Data on our social media. We also encourage you to read the privacy policies of these parties, Facebook, Google, Microsoft etc.

Your rights

Subject to the conditions set out in the applicable Data protection legislation, you enjoy the following rights:

  • The right to request access to your Personal Data
  • The right to rectification of your Personal Data
  • The right to erasure of your Personal Data
  • The right to restriction of processing
  • The right to Data portability
  • The right to objection to the processing of your Personal Data
  • The right to objection of automated decision-making, including profiling
  • The right to withdraw you consent, when processing is based on that legal basis


If you wish to exercise your rights, you can send a written inquiry to [email protected]. We will confirm receiving the request and aim to respond within a month of receipt. If we cannot respond within a month, we will inform you about the delay within a month. A fee is not charged when individuals exercise their rights in accordance with what was previously defined except in cases where the inquiry is considered excessive or obviously unpretentious.

You also have the right to lodge a complaint with the competent supervisory authority, in Iceland the authority is Persónuvernd. Further information may be found on their website,


Review of our Privacy Notice

Our Privacy Notice is reviewed regularly and updated if needed. The Notice was last updated on September 10th, 2023.