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Terms and conditions

This page tells you information about ALEXACHUNG (“we”, “us”, “our”) and the legal terms and conditions (“Terms”) on which we sell any of the products (“Products”) listed on our website and any associated digital app which may be released by us from time to time (“the Website”) to you.

For ease of reading, we have divided these Terms into several sections:

1. Other Applicable Terms and Policies

2. Contracting Parties

3. How to Contact Us

4. Orders

5. Products

6. Price

7. Payment

8. Delivery

9. Right of Return, Refund and Cancellation

10. Our Liability

11. How We May Use Your Personal Data

12. Events Outside of Our Control

13. Additional Important Terms

These Terms will apply to any contract between us for the sale of Products to you (“Contract”). Please read these Terms carefully before ordering any Products from our website. By purchasing any Products on our website, you agree to be bound by these Terms.

We reserve the right to revise or amend these terms to reflect changes to our business or changes in the law. Where these changes are significant we will endeavour to e-mail all of our registered users to make sure that they are informed of such changes. However, it is your responsibility to check these Terms before each purchase and use of the Website. The Terms in force at the date of each Product order will apply.

Please note you if you are a consumer in the European Union, you have the right to cancel a Contract for Products that are faulty in accordance with clause 8. 


These Terms refer to the following additional terms, which also apply to your use of our Website:

· Our Privacy Policy, which sets out the terms on which we process any personal data we collect from you, or that you provide to us; and

· Our Cookie Policy, which sets out information about the use of cookies technology on the Website.

Our Privacy Policy and Cookies Policy supplement these Terms and are not intended to override or replace them.


We”, “us”, “our” are Alpha Charlie Limited trading as ALEXACHUNG, a company registered in England and Wales under company number 9750118 with our principal place of business at Unit 12 De Beauvoir Block, 92-96 De Beauvoir Road, London N1 4EN.

You” “your” are the person who buys or agrees to buy a Product on this website or by telephone from us.


When we refer, in these Terms, to "in writing", this will include e-mail. If you have any questions or complaints about the Products or these Terms these should be sent to us at [email protected] or by mail at Alpha Charlie Limited/ALEXACHUNG, Unit 12 De Beauvoir Block, 92-96 De Beauvoir Road, London N1 4EN


How we will accept your order. After you place an order for a Product, you will receive an e-mail from us acknowledging that we have received your order. This does not mean that your order has been accepted. We will confirm our acceptance of your order by sending you an e-mail. The Contract between us will only be formed when we send you an e-mail confirming your order.

If we cannot accept your order. If we are unable to supply you with a Product, for example because that Product is not in stock or no longer available, we will inform you of this by e-mail and we will not process your order. Any changes to prices will not affect any order that has been confirmed. If you have already paid for the Product, we will refund you the full amount as soon as possible. We reserve the right to limit or cancel quantities purchased per person, per household or per order.

Your order number. We will assign an order number to your order and tell you what it is when we accept your order. It will help us if you can tell us the order number whenever you contact us about your order.


Products may vary slightly from their pictures on our site. We have made every effort to display as accurately as possible the colours and images of our Products that appear on the site. Although we have made every effort to display the colours accurately, we cannot guarantee that a device's display of the colours accurately reflects the colour of the Products.

Product packaging may vary. The packaging of the Product may vary from that shown in images on our site.


The price of a Product will be as quoted on our site. Prices for our Products may change from time to time, but changes will not affect any order which we have confirmed with you by e-mail.

The stated price of a Product does not include delivery charges. Our delivery charges will be as quoted on our site from time to time, and the charges applicable to your order will be notified to you prior to the point at which you place your order.

Depending on the jurisdiction from which you access our site prices and charges will be displayed in UK Pounds Sterling, US Dollars, Euros, or Hong Kong dollars and will include value added tax (or the local equivalent) at the prevailing rate. Please note that if you pay in any other currency that the relevant prevailing exchange rate will apply and that your bank may charge you a conversion fee.

Products are shipped to most countries on a “DDP” (Delivery Duty Paid) basis, whereby all relevant import taxes and duties will be included in the Product price. The VAT rate applicable to our warehouse’s jurisdiction is applicable to all purchases made from countries in the EU, but VAT is not applicable where purchases are made from elsewhere. The countries to which we offer DDP deliveries are listed on our Delivery page .

Where a non-DDP destination is selected, a DDU (Delivery Duty Unpaid) destination is selected, product prices displayed are exclusive of all taxes and duties that may apply to them. If you place an order to be delivered to a DDU location you agree that you will be liable for all import duties, customs and local sales taxes which may be levied by the country of destination and that payment of these may be necessary in order to release your order from customs on arrival.

Please note that in the event that you return a product, there will be no refund of tax and duties that you have paid directly to any state collection agency.

In archive sale, price displayed on the webstore is in GBP DDU (Delivery Duty Unpaid) and customs charge applies in some countries.


Full payment is required at the time the order is placed. You can pay through our payment processor or any other payment methods which we may add to our site from time to time. Your use of any payment services to purchase Products will be subject to the terms and conditions of the applicable payment processor.

You agree to provide current, complete and accurate purchase and account information for all purchases made on our site. You agree to promptly update your account and other information, including your e-mail address and credit card numbers and expiration dates, so that we can complete your transaction and contact you as needed. You expressly agree that we are not responsible for any loss or damage arising from the submission of false or inaccurate information.

By submitting such information, you grant us the right to provide the information to third parties for purposes of facilitating the completion of purchases.

We will only give your personal information to third parties where the law either requires or allows us to do so.

Transaction data will only be wired while encrypted with SSL technology provided by our partners Braintree and Swipezoom. In order to make payments with SSL no special software is required. You can recognise that a safe SSL-connection is in place by the “lock” symbol which appears in the bottom status bar of your browser. 


When you place an order the estimated delivery date will be set out to you in an e-mail from us confirming acceptance of your order. If we are unable to meet the estimated delivery date, we will contact you with a revised estimated delivery date. Delivery will be completed when we deliver the Product to the address you have given to us.

At the current time we deliver to the countries listed on our Delivery page.  

If you submit an order which specifies a delivery address outside of the countries listed on our Delivery page, we reserve the right to decline your order.

To be able to place an order, you must be above the age of 18. If you are younger than 18, we ask that you to let a parent or legal guardian place your order. If it comes to our attention that an order has been made by a person under the age of 18, we reserve the right to decline it.

Placing an online order on the website constitutes a formal acceptance of these terms, as well as any general terms and conditions of use, which may be published on our website from time to time.

If you order online, we will provide you with confirmation of your order by e-mail. We recommend that you print a copy of that order confirmation for your records, as well as a copy of these terms and conditions.

The products purchased in www.alexachung.com are directly sold by Alpha Charlie Ltd. We do not sell second hand or third party products


Your right to return. If you are a resident in the European Union, then you have the right to return purchased Products for a refund within fourteen (14) days of you receiving the Products for any reason. The Product(s) must be returned directly to us unused, and we are responsible for issuing all refunds in relation to cancelled contracts and returned products. We have the right to withhold or reduce any refund on Products that have already been worn and/or which have been damaged or otherwise diminished in value.

Please note that, for hygiene reasons, we are unable to accept returns of Products sealed for health protection or hygiene purposes, once these have been unsealed after you receive them.

To cancel a Contract in this way you must contact us in writing which you may do by sending an e-mail to [email protected], by using the ‘contact us’ page of our website, or by sending a letter to Alpha Charlie Limited/ALEXACHUNG, Unit 12 De Beauvoir Block, 92-96 De Beauvoir Road, London N1 4EN UK. Once we receive your notice of your intention to cancel we will send you a cancellation notification for your records, you may wish to keep a copy of your cancellation notification for your own records. If you send us your cancellation notice by e-mail or by post, then your cancellation will be effective from the date you sent us the e-mail or posted the letter to us.

For UK orders, returns are Free of charge (including send of season sale, except archive sale). For details of how to use our selected carrier and how we ask you to package returns, please see our Returns page. For international orders, customers are responsible for the return shipping costs and should arrange a tracked courier service except when the products are faulty. For archive sale, you will need to pay for return shipping cost and retain the proof of posting in order to make a claim to courier company in case of missing return parcel.

Please note that we will not make any refund to you until we have received the relevant Products from you and confirmed that they have not been damaged, for details please see our Returns page.

Your right to return Products that are faulty or not as described. If your Product is faulty or not as described, you have a right to cancel your order and get the Product replaced or a full refund. The cancellation period starts from the date of the e-mail from us to you confirming your order and ends 30 days after the day you actually receive the Product. If you want to cancel the Contract, you must do so by notifying us of your decision during the cancellation period.

Alternatively, if your product is faulty or not as described and a period of more than 30 days has elapsed, then you are entitled to request a replacement or a repair. If your Products cannot be repaired or replaced by us then you are entitled to request a refund within six months from the date that you received the Product. Products returned in this way should have their original tags attached, and we reserve the right to reject refund requests which relate to goods which have been damaged by customers while being worn.

If you are entitled to receive a refund in this way and you are a customer located in the EU then you will also receive a full refund of the price you paid for the Products and any standard delivery charges that you paid for them (which excludes the cost of any expedited or special delivery).

We will process your refund as soon as possible after receiving the returned faulty product from you and confirming the reported fault and, in any case, within 30 calendar days of the day of receiving it and making that confirmation.

Please note that we reserve the right, in certain jurisdictions, to suspend the granting of refunds during certain periods of the year at which we experience particularly high demand. Where this is the case it will be noted on our Returns page.


We are responsible to you for foreseeable loss and damage caused by us. If we fail to comply with these Terms, we are responsible for loss or damage you suffer that we could have foreseen because the loss or damage was an obvious consequence of our failure to comply with these Terms or our negligence or if they were contemplated by you and us at the time we entered into the Contract. We are not responsible for any loss or damage that we could not have foreseen.

We are not labile for business loss. We shall have no liability to you for any loss of profit, loss of business, business interruption, or loss of business opportunity. We also expressly exclude any liability for any loss or damage which may be incurred by you as a result of your breach of these Terms.

All of your statutory rights are unaffected. We do not in any way exclude or limit our liability for death or personal injury caused by our negligence; or fraud or fraudulent misrepresentation; or any other liability which may not be limited or excluded under applicable law. Any statutory warranties to which you are entitled as a consumer (including, for example, that any service is carried out with reasonable skill and care, and any Products provided are of satisfactory quality) are unaffected by these Terms.

Our total aggregate liability in respect of any and all claims that you may bring against us in connection with Contracts and/or any use by you of our site or Products shall be no more than either (a) twice the value of any Products that you ordered from our site in the twelve months preceding the first event which gave rise to your right to claim damages from us, or (b) £1,000, whichever is greater.

As a consumer, you have legal rights in relation to Products that are faulty or not as described. Advice about your legal rights is available from your local Citizens' Advice Bureau. Nothing in these Terms will affect these legal rights.


Where these Terms refer to ‘personal information’ it is referring to personal data about you (or other living people) from which you could be identified. When you supply any personal data to us we have legal obligations towards you in the way we use that data. We must collect the data fairly and explain to you how we will use it.

Our Privacy Policy sets out the detailed terms on which we process any personal data that we collect from you, or that you provide to us. It is important that you read our Privacy Policy together with our Cookies Policy any other privacy notice or fair processing notice that we may provide at or around the time that we collect or process personal data about you so that you are fully aware of how and why we are using that data.

By providing us with any personal information in the context of the Contract or by using our site you expressly accept our Privacy Policy and consent to the processing of your personal data in accordance with our Privacy Policy as it may be amended from time to time and you warrant that all personal information provided by you is accurate.


We will not be liable or responsible for any failure to perform, or delay in performance of, any of our obligations under a Contract that is caused by an Event Outside Our Control. An Event Outside Our Control means any act or event beyond our reasonable control, including without limitation strikes, lock-outs or other industrial action, civil commotion, riot, terrorist attack (or threat), war (or threat) or fire, explosion, storm, flood, earthquake, subsidence, epidemic or other natural disaster, or failure of telecommunications networks or impossibility of the use of railways, shipping, aircraft, motor transport or other means of public or private transport.


Intellectual Property. Nothing in this Contract shall serve to transfer any title in, or to grant you any licence to use, any intellectual property inherent in our site and/or our trade marks more generally. You may not use and/or change any of the intellectual property rights which feature on our site, nor may you copy or reproduce for drawings, photographs names, texts, logos, colour combinations, etc without our prior written and explicit consent.

Transfer of these Terms. We may transfer our rights and obligations under a Contract to another organisation, but this will not affect your rights or our obligations under these Terms.

Third party rights. This Contract is between you and us. No other person shall have any rights to enforce any of its terms.

Severability. Each of the paragraphs of these Terms operates separately. If any court or relevant authority decides that any of them are unlawful or unenforceable, the remaining paragraphs will remain in full force and effect.

Governing law and jurisdiction. These Terms are governed by English law. As a consumer, you have the right to start legal proceedings in the country in which you are resident in.