Kim Kardashian’s 12-year-old daughter, North West, has always been making headlines. Sometimes, for her bold and gothic fashion statements, and other times for her “high-risk” dermal finger piercings. But this time the reason is completely different.
The preteen is walking in her parents’ footsteps and making her entrepreneurial debut by launching a fashion and jewelry brand, ‘NOR11’.
The first three letters of the brand name seem to be a short form of North’s name, and the number 11 might signify the age when she started working on the brand.
According to reports, Kardashian, 45, has already filed three trademark applications for the brand.
A report by the Daily Mail suggests that one trademark was for clothing and accessories, while another one was for watches and jewelry. And a third was for a variety of bags, including handbags, wallets, and cosmetic cases.
The application for the trademarks was submitted by KimYe’s Kid Inc., which was incorporated in August 2023.
According to The U.S. Sun, while the company name suggests that Kim and her ex-husband, Kanye, are both the owners, it appears that the Gold Digger rapper has little to do with it. And Kim has been listed as the only officer.
Just recently, North was seen flaunting long neon blue hair and a baggy $795 Balenciaga t-shirt while out shopping in New York on Saturday. She chose a chunky necklace similar to a hazard sign along with her all-black outfit to stay true to her gothic fashion style.
Earlier last month, North was seen with blue-banged turquoise long hair, a black grill, and fake facial piercings in a TikTok video posted on her and Kardashian’s joint social media account.
North’s quirky looks have always attracted harsh criticism. While some question Kardashian’s parenting style, others accuse her of being an irresponsible mother and that she has ‘lost control’.
But she and Kardashian have always defended North’s style.
Last year, North was mercilessly trolled for her dermal finger piercings, which consisted of two small silver balls just below her knuckle on her right middle finger, with one user posting, “North West getting a finger piercing is breaking my heart, just me? What is going on #northwest #kardashians.” To this, North and Kim replied from their joint TikTok account, saying, “It’s Okay” with a love-hand emoji.
Not only this, but in October 2025, the Skims founder had defended her daughter’s fashion and beauty choices while appearing on Alex Cooper’s “Call Her Daddy” podcast. While referring to North’s controversial black corset and mini skirt, Kardashian said, “It’s really hard and it’s really interesting because all the kids are wearing the same things.”
She continued, “But then my daughter tries to wear it, and then I’m like, ‘OK, we’re never wearing that again.’ Unfortunately, we made that mistake in front of the whole world.”
However, Kanye has been said to be furious about his preteen daughter’s choice of clothes and tattoo placements.
Insiders revealed that the rapper has claimed his eldest daughter is being “corrupted by fame and fashion.” “He’s been claiming that Kim’s pushing North to grow up too quickly. He’s angry and saying she’s letting their daughter be ‘sexualized,’ even though he’s the same person who once encouraged Kim to wear provocative outfits when they were married,” a source said, as published on RadarOnline.
North is all set to enter her teenage era as the new entrepreneur will turn 13 in June this year.