Editor’s Note
The launch of North West’s brand ‘NOR11’ highlights the early entry of celebrity children into the business world, blending personal branding with youth entrepreneurship. This move reflects broader trends in influencer culture and family-led ventures.
Kim Kardashian’s 12-year-old daughter, North West, is following in her parents’ footsteps by making her entrepreneurial debut with the launch of a fashion and jewelry brand named ‘NOR11’. The brand name appears to be a shortened form of ‘North’, with the number ’11’ possibly signifying the age at which she began working on the brand.
According to reports, Kardashian, 45, has filed three trademark applications for the brand. One application covers clothing and accessories, another for watches and jewelry, and a third for various bags including handbags, wallets, and cosmetic cases. The applications were submitted by ‘KimYe’s Kid Inc.’, a company incorporated in August 2023. While the company name suggests joint ownership by Kim and her ex-husband Kanye West, reports indicate Kanye has little involvement, with Kim listed as the sole officer.
North West is known for her bold, gothic fashion choices, which have frequently attracted public attention and criticism. Her style includes items like a $795 Balenciaga t-shirt, chunky necklaces, and temporary facial piercings showcased on her joint TikTok account with her mother.
Kim Kardashian has consistently defended her daughter’s fashion autonomy. In October 2025, on the “Call Her Daddy” podcast, she addressed criticism of North’s style:
In contrast, insiders report that Kanye West has expressed fury over his daughter’s clothing choices and temporary tattoos, accusing Kim of pushing North to grow up too quickly and allowing her to be “sexualized.”
North West is set to turn 13 in June, marking the beginning of her teenage years as a new entrepreneur.
