Terms of Service

1.1Holetell is operated by BULWELL HOSIERY LTD. In this document "we" and "us" mean that company, and "you" means the person using the service. Our full registration particulars are set out on the Legal Information page, which is linked from every page of this site.

1.2You can reach us at support@bulwellhosiery.shop or on +44 115 822 5576, Monday to Friday, 09:00–17:30 UK time. We aim to reply within one working day.

1.3Using the service means you accept these terms. If you do not accept them, do not use it. If you are using it on behalf of an organisation, you are confirming that you may bind that organisation.

1.4You must be 18 or over to hold an account.

2.1You upload two photographs of a sock — one close-up of the damage and one of the whole sock laid flat — and tell us whether it has happened before. We locate the damage on the sock, describe the shape of the opening, and return a ranked shortlist of what is likely to have worn it through, what has been ruled out, and what to go and check next.

2.2The ranking is produced from a fixed reference table held in this application. A model is used only to locate the damage and describe the shape of the break. It does not rank the causes and it does not reach the conclusion.

2.3This is a reading of position and shape. It is not a test, and it is not a measurement of anything. The AI Notice sets out its limits in full and forms part of these terms.

2.4The service has nothing to do with your body. It makes no judgement about the health of nails or skin, performs no analysis of gait, arches, foot shape or pressure, and never infers how you walk or any bodily condition from wear on a sock. It accepts no photographs of a body and no such upload facility exists. Anything concerning feet, nails or pain should go to a podiatrist or a doctor.

2.5The service evaluates no brand and reaches no conclusion about any product's quality. Where a reading refers to fibre characteristics, that is a neutral description of how a material behaves and not an allegation about any product. We recommend no footwear brand and no sock brand.

2.6The service does not read shoes. Where a reading points at the shoe, it tells you which part of the shoe to look at yourself; it does not assess the shoe's construction, condition or fit.

3.1You may not use a reading, or anything derived from one, as evidence in a return, a refund request, a complaint, a chargeback, a review or any quality claim against a manufacturer, a retailer or any other person. A reading is not built for that purpose, it is not evidence of a defect, and using it that way misrepresents what it is.

3.2You may not use the service for any medical, legal, financial, safety-critical, employment, credit, housing or judicial purpose, or to make or support a decision in any of those areas.

3.3The Acceptable Use Policy sets out the rest, and forms part of these terms.

4.1Keep your credentials to yourself and tell us promptly if you think someone else has them. You are responsible for what happens under your account.

4.2You can close your account at any time from the billing page. Closing it deletes your readings and the photographs attached to them.

4.3We may suspend or close an account that is being used in breach of these terms or the Acceptable Use Policy. Where we do, we will tell you why, and if you have paid for a period you have not used we will refund the unused part.

5.1Your photographs and your readings remain yours. You give us permission to process them only to the extent needed to run the service for you: to store them against your account, to produce the reading, and to show it back to you.

5.2Photographs and text you upload are not used to train models. Not ours and not anyone else's. This is not a preference that can be switched; it is how the service is built.

5.3You can delete any reading at any time. Deletion removes the images with the result. Retention periods and deletion routes are set out in the Privacy Policy.

5.4Do not upload a photograph of anything but a sock. In particular, do not upload a photograph of a person or any part of a person.

6.1There are three plans: Free, Trace and Pattern. Prices are shown in US dollars and include VAT at the UK standard rate of 20%.

6.2Paid plans renew automatically at the end of each period until you cancel. The price, the period and the next payment date are shown to you on their own screen before you pay, and again in the confirmation email.

6.3An allowance is a measure of how much of the service you may use during the period it belongs to. It is not money, not stored value, not redeemable for cash, non-transferable.

6.4We may change prices. If we do, we will tell you at least 30 days before the change takes effect on your subscription, and you can cancel before then.

7.1You can cancel at any time from the billing page, in one step. No call, no email, no retention flow. Cancelling stops the next payment; you keep access until the end of the period you have paid for.

7.2You have a 14-day right to cancel under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. Where you ask us to start supplying immediately and acknowledge that this ends the right once the service has been fully supplied, that right ends accordingly — we ask for those two acknowledgements separately, neither is ticked for you, and we repeat both in the order confirmation email. The Cancellation & Refunds page sets this out in full and carries the statutory cancellation form.

7.3We apply the subscription requirements of the Digital Markets, Competition and Consumers Act 2024 now, although they are not expected to come into force until spring 2027. This is early adoption and we say so plainly rather than implying we are obliged to. In practice it means: the key information on its own screen before you pay; a standalone reminder before each renewal, never mixed with marketing; 14 days at the start; a fresh 14 days after each renewal; and cancellation that is as easy as subscribing.

8.1Under the Consumer Rights Act 2015 the service must be of satisfactory quality, fit for any particular purpose you told us about before you subscribed, and as described. If it is not, you are entitled to have it repaired or replaced, and if that cannot be done or is not done within a reasonable time, to a price reduction.

8.2Nothing in these terms affects your statutory rights.

8.3We do not exclude or limit those rights and could not do so if we wanted to: section 47 of that Act makes any such term not binding on you.

8.4We also do not exclude liability for death or personal injury caused by our negligence, or for fraud. Beyond that, and subject to 8.1 to 8.3, our liability to you for any period is limited to the amount you paid us for that period.

9.1We aim to keep the service running and to fix faults promptly. We will give notice of planned maintenance where we reasonably can.

9.2We may change the service. Where a change materially reduces what a paid plan does, we will tell you at least 30 days beforehand and you may cancel and be refunded for the unused part of the period.

9.3We may change these terms. Registered users are told at least 14 days before a material change takes effect, and continuing to use the service after that date means accepting the new version.

10.1If something has gone wrong, write to support@bulwellhosiery.shop. We aim to acknowledge within one working day and to resolve or explain within ten.

10.2We are not a member of any alternative dispute resolution scheme, and we are not obliged to be. If we cannot settle a complaint between us, you can take the matter to court.

10.3These terms are governed by the law of England and Wales. If you are a consumer resident elsewhere in the United Kingdom or in another country, you keep the protection of the mandatory consumer law of the place where you habitually reside, and you may bring proceedings in your local courts.