North West, the 12 year old daughter of Kim Kardashian and Kanye West, is launching her own fashion and jewelry brand called NOR11, with trademark applications filed across clothing, accessories, and bags. Kim Kardashian submitted three trademark applications through KimYe’s Kid Inc., a company incorporated in California in August 2023, signaling a formal business venture for the preteen who has already previewed the logo on social media.
Brand Name and Concept
The name NOR11 combines the first three letters of North’s first name with the number 11, believed to reference her age when she first developed the concept. North has been seen wearing black fur hats bearing the NOR11 logo in Instagram posts from December, giving early clues to the brand’s direction before the trademark filings became public.
Product Categories Filed
The first trademark covers clothing and accessories, including dresses, footwear, hats, and stockings. The second application addresses watches and jewelry such as bracelets, necklaces, earrings, and rings. A third filing targets bags and small leather goods, including handbags, wallets, and cosmetic cases.
Family Business Structure
The trademark applications were filed through KimYe’s Kid Inc., though California records list Kim Kardashian as the sole officer, raising questions about Kanye West’s involvement in the project. The company name references both parents, but operational control appears to rest with Kardashian, who has experience launching and scaling branded ventures, including SKIMS shapewear and SKKN skincare.
North’s entry into fashion follows a family pattern of building businesses around personal branding. Her parents have each trademarked distinctive names for their ventures; Kim’s SKIMS and SKKN use initials and name fragments, while Kanye’s Yeezy brand plays off his nickname. For North, NOR11 fits that strategic approach while establishing her own identity separate from her parents’ established lines.
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