The Kardashian empire has a new junior partner.
Kim Kardashian has applied for three trademarks for her 12-year-old daughter North West’s fashion and lifestyle brand NOR11, according to a Jan. 14 filing reported by The Sunday Sun.
Applications cover a wide range of products including clothing, footwear, hats, watches, jewelry, handbags and cosmetic cases.
The brand name is a combination of the first three letters of North’s name and the number 11, an obvious reference to her age when the idea first took shape in the Kardashian family.
North, who will turn 12 in June 2025, has been dropping hints for months. In December, she shared a photo of herself and a friend on Instagram wearing black fur hats emblazoned with the NOR11 logo.
In October 2024, she confirmed her plans for the brand in a cover story for Interview magazine, answering her mother’s question, “If you started your own clothing line, what would you call it?” “Well, I’m starting my own clothing line.”
The application was filed through KimYe’s Kid Inc., a company incorporated in California in August 2023. Despite the company being named after her parents, Kardashian, 45, is listed as the sole executive, and it is unclear whether her ex-husband Kanye West, 48, is involved.
This is not the first time the Skims founder has filed paperwork on behalf of his eldest daughter. In 2023, Kardashian filed for a trademark for then-9-year-old North’s skincare and toy line.
The mother of four has been candid about the growing demands of guiding her daughters in their creative careers. “I thought I was busy before. North, it’s crazy that I have to be her mom now,” she said on the family’s Hulu reality series “Keeping Up with the Kardashians.” “It wasn’t on my bingo card this year.”
North has made a lot of headlines on her own with her electric blue hair, black grille, and bold earrings, including the dermal finger studs that caused a backlash last year.
She addressed her critics head-on on TikTok in January with her collaboration with her father, “Piercing on My Hand (Ye Version),” rapping, “I want more piercings and tattoos/I love my blue hair, so I put it in braids.”
At NOR11, she joins a family fashion lineup that includes Kardashian’s billion-dollar Skims empire, her father West’s Yeezy brand, and her aunt’s two businesses, Kylie Jenner’s Kylie Cosmetics and Khloé Kardashian’s Good American. An official release date has not been announced.
“One day I want to own Yeezy and Skims and be a business owner,” North told iD Magazine in 2023.
She’s doing well.
