Business records revealed that Kim Kardashian has filed multiple trademarks for NOR11, a new fashion and lifestyle brand for her 12-year-old daughter, North West. The filings, submitted to the U.S. Patent and Trademark Office on January 14, cover an extensive range of categories including clothing, footwear, jewelry, watches, and handbags. The name combines the first three letters of North’s name with “11,” the age she was when she first conceptualized the brand.
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The venture is being managed through KimYe’s Kid Inc., a California-based company formed in 2023. While the name is a nostalgic nod to both parents, state records list Kim as the sole officer, with no official role for Kanye West. The launch comes amid significant buzz surrounding North’s “alt-streetwear” aesthetic, characterized by electric blue hair and controversial hand piercings. In early February, North even released a self-produced track, “PIERCING ON MY HAND,” addressing public backlash over her bold style, which experts believe will serve as the creative blueprint for the NOR11 collection.
ICYMI – Kim Kardashian Files Trademark for 12-Year-Old North West’s Future Fashion Line ‘NOR11’ https://t.co/yd4Hh13pFI
— Parade Mag (@ParadeMagazine) February 17, 2026
As North follows in the footsteps of SKIMS and Yeezy, industry analysts expect NOR11 to target the edgy, “tween” demographic. Despite her age, North is already being positioned as a CEO in her own right, blending her father’s avant-garde influence with her mother’s commercial precision.
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