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Terms of Use

Protecting your personal information is important to us. This Privacy Policy explains how we at Fifth Generation, Inc. (“Company”) collect and use personal information when you visit our website(s), browse and shop Defiant Ones, LLC® and merchandise, and use our services and applications (the “Services”). By accessing and using our Services, in person and online, you acknowledge that you accept the practices and policies outlined in this Privacy Policy, and you hereby consent that we will collect, use, and share your information in the following ways.



This policy contains important information about our privacy practices. We summarize the key points below:

  • What personal information do we collect? We collect information such as your name, marketing preferences, purchase history, and activity on our websites.
  • How do we use your personal information? We generally use the information we collect to communicate with you and for operational purposes (such as marketing, fulfilling orders, and improving our offerings).
  • How long do we keep your personal information? We will delete your information based on our records retention practices, but we may keep it for longer when legally required.
  • What personal information do we sell or share? We use third-party services that monitor certain activity on our website and across the internet in order to improve our user experience and provide you with useful advertisements. To the extent that the foregoing constitutes selling or sharing your information, we only allow the services to collect the following categories of information: Commercial Information as well as Internet and Electronic Network Activity Information. We also use third-party services to help process customer requests, purchases, transactions, and payments and we share the information necessary to process such customer requests.

Personal Information Collection

We collect information directly from you and automatically from your device. We also receive information from social media services, like Facebook, from data brokers or resellers, and from analytics services.
Information You Provide to Us

We collect the following categories of personal information:
  • Identifiers, including your name and email address;
  • Customer Records, including your name, email address, mailing address, payment information, telephone number, and marketing preferences;
  • Protected classification characteristics under applicable law, including your age, gender, and other information that the law considers protected characteristics;
  • Commercial information, such as purchase history;
  • Internet or other similar network activity, including details about your interaction with our Services or an advertisement;
  • Geolocation data, to determine your general location through your IP address;
  • Professional or employment-related information;
  • Inferences drawn from other personal information;
  • Sensitive information including payment information.

Information Collected Automatically
When you visit or access our Services, your browser automatically sends certain information such as browser type, language preference, operating system, internet service provider, internet protocol (IP) address, device identification number, geo-location data, and online browsing data (such as date and time of access to our website, referring website address, pages viewed, features used, links clicked, and other actions you take in connection with the website, sometimes referred to as “clickstream data