When I saw the trademark filings, my first thought was that this is serious planning. Kim Kardashian has filed multiple applications for her daughter North West under the name ‘NOR11’. The filings were submitted on January 14, 2026, and while there has not been any official announcement about a product launch, the range of categories included makes it clear to me that this is more than just an idea.
North West showcases her unique personal style with blue braids and a bold cow-print ensemble alongside her mother, Kim Kardashian, who opted for a sleek, leather-textured gown and dramatic accessories.
(Kardashian Kids/Instagram)
At 12 years old, most kids are focused on school or hobbies, but North is suddenly connected to legal filings that could be the first step toward a business venture. The fact that these filings cover so many categories makes me think this is intentional, strategic, and designed to give the brand room to grow in the future.
What the NOR11 filings include
The trademarks under NOR11 cover clothing, footwear, and headwear as well as jewelry, watches, handbags, wallets, and cosmetic bags. Seeing that much coverage made me sit up. This is not about protecting just one piece or a small capsule collection. To me, it shows long-term brand positioning and intentional business planning.
These filings do not mean products are being made right now. They do not confirm partnerships or a launch date. At this point, they simply secure legal rights to the name across multiple categories. The name itself blends the first three letters of North’s name with the number 11, reportedly referencing her age when early brand planning began. I think it is a clever way to tie identity to branding, and it shows that there is deliberate thought behind the filings.
Filed under KimYe’s Kid Inc.
All of these filings were submitted through KimYe’s Kid Inc., a company incorporated in California in August 2023. Public records list Kim Kardashian as the sole officer. From a business perspective, this makes sense. Filing trademarks early is standard practice, especially for celebrity ventures. It protects the name and gives room for strategic growth before anything is made public. In my opinion, this move is smart and calculated.
Capturing a playful moment at home, North West and Kim Kardashian pose for a selfie, highlighting their close mother-daughter relationship.
(kylie_kimdolls/Instagram)
The Kardashian family has a history of securing intellectual property for their children’s names long before launching products. Watching these filings, I see the same pattern applied to North. It suggests that if a brand is launched, the foundation is already built and the name is legally protected.
North West’s growing presence in fashion
North West is not new to fashion. She has modeled for her mother’s shapewear brand SKIMS and attended high-profile fashion events. Seeing her in these spaces, it makes sense that the next step could be a brand of her own. In my view, these filings are not about hype or attention. They reflect serious groundwork and long-term planning.
The scale of the trademark coverage is what stands out most to me. Protecting a name across apparel, jewelry, and accessories shows deliberate positioning rather than a limited or experimental project. It does not guarantee a launch, but it does signal a clear intention.
For now, NOR11 exists as a protected name. There are no products, no launch date and no public campaign tied to it yet. Judging by the filings, the foundation is in place. If and when North West officially enters the fashion world, she will not be starting from scratch. That is what makes these filings so interesting. They show structured planning and intentional strategy, not just a passing idea.