North West, the daughter of Kim Kardashian and Kanye West, is poised to make her own mark in the fashion world with a new fashion and jewelry line.
The 12-year-old, who recently turned heads with neon blue hair and a $795 Balenciaga t-shirt during a shopping trip in New York, is stepping into the fashion industry with enthusiastic backing from her celebrity mother.
Kim Kardashian, 45, has already taken significant steps to support her daughter’s venture by filing three trademark applications for the brand ‘NOR11,’ spanning several categories, as reported by The Sun.
The brand name, NOR11, cleverly combines the first three letters of North’s name with the age she was when she conceived the idea for the line.
One of the trademarks covers clothing and accessories, featuring items like dresses, footwear, hats, and stockings.
Another trademark is dedicated to watches and jewelry, including bracelets, necklaces, earrings, and rings.
Kim Kardashian and Kanye West’s preteen daughter North, 12, is set to launch her own fashion and jewelry brand; North is pictured on Saturday in New York
Kardashian, 45, has already filed three trademark applications for the new line, called ‘NOR11’, across multiple categories, according to The Sun; Kardashian and North seen in 2023
A third trademark was for a variety of bags, including handbags, wallets, and cosmetic cases.
Records show the trademark applications were filed by KimYe’s Kid Inc., which was incorporated in California in August 2023.
Despite the company’s name paying homage to both parents, it appears the Gold Digger rapper has little to no involvement in the budding empire.
As per State of California records, Kardashian is listed as the only officer.
The brand’s registered office belongs to business manager Lou Taylor, who famously oversaw the affairs of pop princess Britney Spears.
And amid the news, North was pictured showing off her style while shopping with her friends at Alexander Wang in Soho, New York on Saturday.
She rocked long neon blue hair with layered bangs covering her eyes.
Her outfit consisted of a baggy Balenciaga t-shirt and oversized sweatpants along with furry black winter boots.
The brand’s name, NOR11, appears to be a combination of the first three letters of North’s name along with the age she was when she first came up with the line
Amid the news North was spotted rocking neon blue hair and a $795 Balenciaga t-shirt while out shopping at Alexander Wang in New York
North rocked long neon blue hair with layered bangs covering her eyes, and was joined by friends with matching neon hair colors
North was joined by friends with matching pink, violet and green neon hair colors.
North’s foray into the fashion world explains some of her recent Instagram posts from December, in which she and her friends wore black hats with the ‘NOR11’ logo.
North is following the family blueprint when it comes to branding, as her mom incorporated her name into her brand Skims, while her father — now officially known as Ye — built a multi-billion dollar legacy on his Yeezy brand, based on his ‘Yeezus’ nickname.
Aside from North, Kardashian and her ex-husband share sons Saint, 10, and Psalm, 6, and a daughter, Chicago, 8.
They finalized their divorce in November 2022 after nearly seven years of marriage.
In 2025, West spoke about his and Kardashian’s parenting differences.
‘Of all the brands I’ve made, I don’t got the name and likeness or at least fifty-fifty with my kids,’ the controversial hip hop star said in a YouTube interview.
‘My kids are celebrities, and I don’t have the say so.’
‘So, this white woman and this white family have the control of these highly influential black kids that are half the children of Ye.’
North’s foray into the fashion world explains some of her recent Instagram posts from December, in which she and her friends wore black hats with the ‘NOR11’ logo
Records show the trademark applications were filed by KimYe’s Kid Inc. Despite the company’s name paying homage to both parents, it appears the Gold Digger rapper, 48, has little to no involvement in the budding empire; Kanye seen in 2024
Last week North took to Instagram to reveal even more apparent body modifications after previously being criticized.
She posted a photo of her hands, showing off a mix of pointed and round studs protruding from the backs of her hands, fingers and wrist.
The shocking reveal accompanied North’s surprise drop of a new rap song on Friday, which was fittingly titled PIERCING ON MY HAND.
Although North has previously rapped on some of her father’s songs, her new song’s credits on Spotify were left blank, while its YouTube credits state it was written, produced and performed by North alone.
A source told the Daily Mail that West did not have a hand in producing his daughter’s song, though she had performed it recently when she joined him on stage in Mexico City.
In January, Kardashian revealed that North is home schooled while appearing as a guest on sister Khloe Kardashian’s Khloe In Wonder Land podcast.
‘At home she’ll do an eight-hour music studio session, where she’s producing and writing. I’ll add her writing out all of her lyrics as a part of her spelling tests. We do all of the things at home that she really enjoys and are challenging,’ the billionaire mogul spilled.
Recent months have seen the young star and her mom come under fire for her outlandish fashion and bold self-expression.
North initially debuted dermal piercings on her fingers in November.
Aside from North, Kardashian and her ex-husband share sons Saint, 10, and Psalm, 6, and a daughter, Chicago, 8. They finalized their divorce in November 2022; Seen in 2020
Fans swarmed social media comments to call out the ‘high-risk’ body art, prompting the youngster to simply reply, ‘It’s okay,’ with a heart-shaped hands emoji.
Elsewhere on the Khloe In Wonder Land episode, Kardashian staunchly defended her firstborn child.
Asked if the scrutiny over her parenting bothers her, she answered: ‘I’m just not a judgmental person like that, so I try not to pay attention to it.’
She elaborated, ‘But I think that no one knows, unless they’re in my shoes, what I’m dealing with and how we have to manage certain things from the outside world.
Kardashian said there’s a misconception that she is trying to be her daughter’s ‘bestie’ and ‘lets her get away with a lot.’
The multihyphenate detailed, ‘No, Northie actually has a lot of rules. The one area [of freedom] is that I do let her express herself.’
