Kim Kardashian is laying the groundwork for her 12-year-old daughter North West to launch a significant fashion empire, with three trademark applications recently filed on the preteen's behalf. The filings, submitted to the U.S. Patent and Trademark Office, signal ambitious plans to establish the brand "NOR11" across multiple product categories.
Details of the Trademark Applications
The applications seek to secure the NOR11 name for use in three distinct areas. The first covers clothing and accessories, including items such as dresses, socks, shoes, and hats. The second application targets watches and jewelry, encompassing necklaces, bracelets, earrings, and rings. The third filing is for a variety of bags, including backpacks, purses, and wallets.
Brand Inspiration and Early Promotion
According to reports, the brand name NOR11 is a clever nod to North's nickname and her age when she first developed the fashion line concept. While an official announcement has not yet been made, North has been subtly promoting the brand for months through her social media presence. She has been photographed and filmed wearing hats bearing the NOR11 logo on both her Instagram and TikTok accounts, generating early buzz among her followers.
Corporate Structure and Parental Involvement
The trademark filings were made by KimYe's Kid Inc., a corporation incorporated in California in 2023. Interestingly, despite the company name referencing both of North's parents—Kim Kardashian and Kanye West—only Kardashian is listed on state records as being involved with her daughter's burgeoning fashion venture. This suggests Kanye West may have been intentionally excluded from the formal business structure surrounding North's new enterprise.
This is not the first time Kardashian has filed trademarks for her eldest daughter. Back in 2023, when North was just nine years old, similar filings were made aiming to launch skincare and toy lines under her name. Representatives for Kardashian did not immediately respond to requests for comment regarding the latest trademark applications.
North West's Growing Career Portfolio
NOR11 represents just the latest addition to North West's already impressive career accomplishments at age 12. The preteen has previously released her own album, collaborated with her father on his music projects, graced the covers of multiple magazines, and even performed as "Young Simba" in a Los Angeles production of The Lion King. She is the eldest child of Kardashian and West, who separated in February 2021 after seven years of marriage but maintain a co-parenting relationship for North and their three other children: sons Saint (10) and Psalm (6), and daughter Chicago (8).
Kim Kardashian's Role as "Momager"
Managing her daughter's burgeoning career has presented new challenges for the 45-year-old Skims founder. Kardashian openly discussed the additional workload during an episode of the family's Hulu reality series, The Kardashians, describing her role as North's "momager" as unexpectedly demanding. "I thought I was busy before," she remarked. "North, me having to be her momager right now is crazy. It was not on my list. It was not on my Bingo card for this year."
Kardashian expressed some conflict about balancing her daughter's professional opportunities with normal childhood experiences. "I'm really conflicted on my daughter's career," she admitted. "I just really want to make sure that everything's really well balanced. All of the work experiences are balanced out with just enough fun life experiences. I just want balance." This careful approach suggests Kardashian is mindful of ensuring North's fashion empire development proceeds at an appropriate pace for her age.
