The Kardashian empire has a new junior partner.
Kim Kardashian has filed three trademark applications for “NOR11,” a fashion and lifestyle brand for her 12-year-old daughter, North West, according to filings dated Jan. 14 and reported by the Sun on Sunday.
The applications cover a sweeping range of products, including clothing, footwear, hats, watches, jewelry, handbags and cosmetic cases.
The brand name combines the first three letters of North’s name with the number 11 — an apparent nod to her age when the idea first took shape in the Kardashian household.
North, who turned 12 in June 2025, has been dropping hints for months; in December, she shared Instagram photos of herself and friends wearing black fur hats emblazoned with the “NOR11” logo.
In Oct. 2024, she confirmed plans for a brand in an Interview magazine cover story, answering her mom’s question “If you started your own clothing line, what would you call it?” with the definitive, “Well, I am starting my own clothing line.”
The filings were submitted through KimYe’s Kid Inc., a company incorporated in California in Aug. 2023. Despite the corporate name’s nod to both parents, Kardashian, 45, is listed as the sole officer, with no apparent involvement from ex-husband Kanye West, 48.
It’s not the first time the Skims founder has filed paperwork on her eldest child’s behalf. In 2023, Kardashian submitted trademarks for North — then 9 years old — for skincare and toy lines.
The mom of four has been candid about the growing demands of guiding her daughter’s creative career. “I thought I was busy before. North, me having to be her momager right now is crazy,” she said on the family’s Hulu reality series, “The Kardashians.” “It was not on my Bingo card for this year.”
North has been making plenty of headlines on her own with her electric blue hair, black grills and bold piercings — including dermal finger studs that sparked backlash last year.
She addressed the critics head-on in a January TikTok set to the track “Piercing on My Hand (Ye Version),” a collaboration with her father in which she raps, “I want more piercings and tats / I love blue hair, put it in some plaits.”
With NOR11, she’d join a family fashion lineup that includes Kardashian’s billion-dollar Skims empire, dad West’s Yeezy brand and two of her aunts’ businesses — Kylie Jenner’s Kylie Cosmetics, Khloé Kardashian’s Good American. No official launch date has been announced.
“One day I want to own Yeezy and Skims, and I want to be a business owner,” North told i-D magazine in 2023.
She’s well on her way.
