Kim Kardashian has filed three trademark applications for a fashion and lifestyle brand called \u201cNOR11\u201d on behalf of her 12-year-old daughter, North West. Getty Images<\/p>\n
The Kardashian empire has a new junior partner.<\/p>\n
Kim Kardashian has filed three trademark applications for \u201cNOR11,\u201d a fashion and lifestyle brand for her 12-year-old daughter, North West, according to filings dated Jan. 14 and reported by the Sun<\/a> on Sunday.<\/p>\n The applications cover a sweeping range of products, including clothing, footwear, hats, watches, jewelry, handbags and cosmetic cases.<\/p>\n The brand name combines the first three letters of North\u2019s name with the number 11. northwest\/Instagram<\/p>\n Trademark filings dated Jan. 14 cover clothing, jewelry, footwear, watches and handbags. SONIC \/ BACKGRID<\/p>\n The brand name combines the first three letters of North\u2019s name with the number 11 \u2014 an apparent nod to her age when the idea first took shape in the Kardashian household.<\/p>\n North, who turned 12 in June 2025, has been dropping hints for months; in December, she shared Instagram photos of herself and friends<\/a> wearing black fur hats emblazoned with the \u201cNOR11\u201d logo.<\/p>\n In Oct. 2024, she confirmed plans for a brand in an Interview magazine<\/a> cover story, answering her mom\u2019s question \u201cIf you started your own clothing line, what would you call it?\u201d with the definitive, \u201cWell, I am starting my own clothing line.\u201d<\/p>\n North teased the brand on Instagram in December, posting photos of herself and friends in black fur hats bearing the \u201cNOR11\u201d logo. northwest\/Instagram<\/p>\n The applications were filed through KimYe\u2019s Kid Inc., with Kardashian listed as the company\u2019s sole officer. northwest\/Instagram<\/p>\n The Skims founder previously filed trademarks for North in 2023, when her eldest was just 9, for a skincare and toys line. GC Images<\/p>\n The filings were submitted through KimYe\u2019s Kid Inc., a company incorporated in California in Aug. 2023. Despite the corporate name\u2019s nod to both parents, Kardashian, 45, is listed as the sole officer, with no apparent involvement from ex-husband Kanye West, 48.<\/p>\n It\u2019s not the first time the Skims founder has filed paperwork on her eldest child\u2019s behalf. In 2023, Kardashian submitted trademarks for North \u2014 then 9 years old \u2014 for skincare and toy lines<\/a>.<\/p>\n The mom of four has been candid about the growing demands<\/a> of guiding her daughter\u2019s creative career. \u201cI thought I was busy before. North, me having to be her momager right now is crazy,\u201d she said on the family\u2019s Hulu reality series, \u201cThe Kardashians.\u201d \u201cIt was not on my Bingo card for this year.\u201d<\/p>\n \t\t\t\t\t\t\tShop \u2019til you drop with Post Wanted\t\t\t\t\t\t<\/p>\n \n\t\t\t\t\t\t\tSave time and money with the latest deals, discounts, trends, reviews and more.\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\tThanks for signing up!\n\t\t\t\t<\/p>\n Kardashian admitted on \u201cThe Kardashians\u201d that being North\u2019s momager \u201cwas not on my Bingo card for this year.\u201d BlayzenPhotos \/ BACKGRID<\/p>\n North West was spotted Saturday shopping at Alexander Wang in Soho, New York, wearing neon blue hair and a Balenciaga T-shirt. Stephen Yang for NY Post<\/p>\n North has been making plenty of headlines on her own with her electric blue hair, black grills and bold piercings \u2014 including dermal finger studs that sparked backlash last year.<\/p>\n