Kim Kardashian files NOR11 trademarks to launch North West fashion brand

Kim Kardashian has taken steps to formalize her daughter North West’s entry into the fashion industry, filing three trademark applications for a brand called “NOR11,” according to documents dated Jan. 14 and first reported by The Sun.

The filings cover a broad 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, which appears to reference her age when the concept was initially developed. North turned 12 in June 2025.

North has teased the venture in recent months. In December, she posted Instagram photos featuring herself and friends wearing black fur hats marked with the “NOR11” logo. She also previously indicated plans to launch a clothing line during an October 2024 interview with Interview magazine, telling her mother, “Well, I am starting my own clothing line.”

The trademark applications were filed through KimYe’s Kid Inc., a California company incorporated in August 2023. Despite the company name referencing both parents, Kardashian, 45, is listed as the sole officer. Her ex-husband, Kanye West, 48, does not appear to have an official role in the filings.

This is not the first time Kardashian has pursued trademarks on North’s behalf. In 2023, she filed applications related to potential skincare and toy lines when North was 9 years old.

Kardashian has spoken publicly about managing her daughter’s growing career. On the Hulu reality series The Kardashians, she described acting as North’s “momager” as an unexpected addition to her schedule.

North has continued to attract attention for her personal style, including bold hair colors and facial accessories. In January, she addressed criticism over her piercings in a TikTok video set to “Piercing on My Hand (Ye Version),” a collaboration with her father.

If launched, NOR11 would join a portfolio of family-run brands that includes Kardashian’s Skims, West’s Yeezy and businesses founded by her aunts, including Kylie Jenner’s Kylie Cosmetics and Khloé Kardashian’s Good American. No official release date for NOR11 has been announced.