Image and Film Policy

Some of the pictures and films on this site are made with AI. You should know which ones, and what that means for the shirt that arrives at your door.

The clothes are real. Most of the settings are not.

When you see a man on a boat in a navy shirt, the boat and the sea were generated, and often the man was too. The shirt was photographed. Every picture starts from photographs of the actual garment, and the colour, the weave, the buttons and the cut are taken from those.

We use AI for most new product pictures, for some product films and for our campaign images. Reviews and customer photos are never generated. Every one of them comes from someone who bought from us.

Sometimes we get the colour wrong.

A screen can turn indigo into royal blue or beige into cream. We look at every picture against the real garment before it goes on the site, and we still miss things.

When we catch a picture that is off, we take it down and redo it. If you catch one first, we want to hear about it.

If it does not match, send it back.

If the colour, fit, fabric or any detail is clearly different from what you saw, return it within 7 days of delivery. Pickup is free. You choose a replacement, an exchange or store credit.

This is in addition to our Returns Policy.

Why we put this in writing.

Most brands that use AI pictures do not say so, and most people cannot tell the difference. We would rather you hear it from us now than work it out later and wonder what else we left out.

A question about any picture or film on the site? Write to us and someone at Derby will answer.

Last updated 2 October 2026.