North West is officially moving from being a fashion icon in the making to a full-blown CEO.
Her mother, Kim Kardashian, has filed several trademark applications for a new brand called “NOR11,” making a way for the 12-year-old to launch her own business.
According to legal documents filed through KimYe’s Kid Inc. last month, the brand is set to be a one-stop shop for everything from clothing and footwear to jewelry and cosmetics. The name “NOR11” is a clever nod to the first three letters of her name, combined with her age when she first started developing the concept.
This business move comes right as North is leaning into her rebellious, experimental side. She has recently faced a wave of online criticism for showing off dermal piercings on her hands and fingers, but rather than hiding from the trolls, she’s using the backlash to fuel her creative projects.
As you know, she recently teamed up with her father, Ye, for a track called “Piercing on My Hand (Ye Version),” where she directly addresses the people who have an issue with her look.
While some fans are worried about her growing up too fast, Kim has consistently defended her daughter’s right to express herself. During a recent podcast appearance, Kim noted that North has always had a strong sense of identity, even since she was a toddler wearing fake septum rings.
By securing these trademarks, Kim is ensuring that North’s “unapologetic” energy is protected as a brand. With plans for the company to cover high-end accessories like watches and handbags, along with everyday items like loungewear and hats, it’s clear the Kardashian-West family is ready to see North build an empire that rivals their own.
