At just 12 years old, North West, the eldest daughter of Kim Kardashian and Kanye West, is reportedly stepping into the fashion industry with her own clothing and jewelry brand. According to exclusive reports published by The U.S. Sun and echoed across outlets including Daily Mail, Reality Tea and Yahoo, Kardashian has filed multiple trademark applications for the brand name “NOR11,” signaling the preteen’s entry into entrepreneurship.
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The move positions North as the latest family member to pursue a fashion venture, following her mother’s Skims empire and her father’s Yeezy legacy. While no official launch date, collection details or release has been confirmed by the family or representatives, the trademark filings mark a concrete step toward commercialization. Kardashian, often referred to as a “momager” in media coverage, is believed to be overseeing the business aspects.
Trademark Filings and Brand Name Origins The U.S. Sun exclusively revealed that Kim Kardashian submitted three trademark applications for “NOR11” across key categories. These cover clothing and accessories such as dresses, shoes, hats, stockings and outerwear; watches and jewelry including bracelets, necklaces, earrings and rings; and bags like handbags, wallets and cosmetic cases.
The name “NOR11” cleverly combines the start of North’s first name with “11,” which sources suggest references her age when the idea began gaining traction in the Kardashian household. North turned 12 in June 2025, making the “11” a nod to her pre-teen brainstorming phase. The filings indicate a full lifestyle label rather than a limited capsule, encompassing apparel, accessories and jewelry.
As of February 16, 2026, the trademarks remain in the application stage with the United States Patent and Trademark Office. No opposition or approval status has been publicly updated, but the filings alone have sparked widespread speculation about an imminent rollout.
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North’s Fashion Journey So Far North West has long shown a keen interest in style, often appearing in high-fashion looks alongside her mother. From early runway cameos—like her 2018 L.O.L. Surprise Fashion Show debut at age 5—to more recent bold statements, she has built a reputation as a trendsetter.
In 2023, at age 10, North landed her first solo magazine cover with i-D magazine, where she expressed ambitions to own both Yeezy and Skims one day and become a business owner. In a subsequent Interview magazine feature, she told her mother she planned to start her own clothing line called “North West.” These early comments foreshadowed the current developments.
Her style evolution accelerated in 2025–2026. She debuted electric blue hair in braids, bridge piercings, blackened teeth with diamond grills, and maximalist outfits blending streetwear and luxury. Recent sightings include a Valentine’s Day 2026 shopping spree at Alexander Wang in Manhattan with friends, where designer Alexander Wang gifted her a studded leather bag. North sported colorful wigs and alt-fashion pieces, drawing attention for her fearless aesthetic.
Social media amplified her visibility: North joined Instagram in December 2025 under her own account, posting restrained teasers including images with “NOR11” elements and cryptic captions like “🔜,” hinting at upcoming projects. She also appeared in Skims holiday campaigns in late 2025, modeling festive loungewear with blue braids.
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Family Support and Business Backing Kim Kardashian’s involvement underscores the family’s entrepreneurial ethos. Kardashian has built Skims into a billion-dollar brand focused on shapewear and apparel, while navigating trademark disputes and expansions. Her experience likely guides North’s venture, protecting the brand name early and structuring it for growth.
Kanye West’s influence appears in North’s reported style inspirations; she has cited her father as a key fashion muse over her mother in past interviews. The family’s combined legacy—high-fashion red carpets, business acumen and social media savvy—provides a strong foundation.
Critics note the unusual timing for a 12-year-old to launch a commercial brand, raising questions about child labor laws, creative control and long-term impact. However, supporters highlight North’s demonstrated passion and the Kardashian-Jenner history of early career starts (e.g., Kylie Jenner’s cosmetics line).
Potential Collection and Market Impact While specifics remain under wraps, “NOR11” could target tween and young teen demographics with edgy, inclusive apparel and jewelry. Expect influences from streetwear, luxury basics and bold accessories, mirroring North’s personal style—think oversized pieces, custom graphics, piercings-inspired details and sustainable elements to align with modern youth trends.
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The brand would enter a competitive tween/young adult market dominated by Shein, Zara Kids and emerging Gen Z labels. North’s built-in audience—millions following her parents’ social channels and her own growing presence—could drive rapid visibility. Collaborations or limited drops might tie into Skims or other family ventures.
As of mid-February 2026, no launch timeline has surfaced beyond the trademark activity. Industry observers speculate a soft rollout later in 2026 or early 2027, possibly with pop-up events, online exclusives or celebrity endorsements.
Broader Implications North West’s reported fashion career launch reflects evolving celebrity offspring dynamics: from passive exposure to active participation in family businesses. It also highlights the Kardashian brand’s intergenerational strategy, positioning the next generation as entrepreneurs.
Whether “NOR11” becomes a full empire or a creative outlet remains to be seen. For now, the trademark filings confirm North is following her parents’ path—blending fashion, fame and business at an extraordinarily young age.
Dow Jones futures rose slightly Sunday night, along with S&P 500 futures and Nasdaq futures. The stock market continued its choppy action, with the indexes falling slightly to solidly for the week. The Nasdaq and S&P 500 fell below their 50-day lines, dragged down by Apple (AAPL), Google parent Alphabet (GOOGL), Amazon.com (AMZN), Meta Platforms (META) and, somewhat, Nvidia (NVDA).…
Hemerdon is located seven miles north-east of Plymouth and is one of the largest tungsten resources in the world
The vast open pit tungsten and tin mine at Hemerdon, Plymouth
The company looking to reopen a mine in Devon that holds a rare critical metal has signed two supply agreements which put it on track to start production later this year. London-listed Tungsten West said on Monday (February 16) the contracts covered major additions for its improvement plan at the Hemerdon mine in Plympton.
The company has come to an agreement with Coventry-based Duo Group for the engineering procurement and construction works package for the mine’s new build crushing, screening and ore sorter facility. It has also struck a deal with Australia’s Gekko Systems Pty for the supply of an in-line pressure jigs system and associated infrastructure.
Hemerdon is located seven miles north-east of Plymouth and is one of the largest tungsten resources in the world. Tungsten West acquired the site through a receivership process in 2019 following the collapse of previous operator Wolf Minerals.
The company claims the mine could produce 20 per cent of the global supply of primary tungsten outside of China once operational. Tungsten is used by many manufacturing companies, including in the automotive and defence industries.
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Jeff Court, chief executive of Tungsten West, said: “I am extremely pleased to partner with Duo and Gekko, two well established and highly regarded suppliers, on these important work packages as we reach another critical stage in restarting Hemerdon. These supply agreements will ensure that we have all the major processing additions in place to implement the improvement plan at the MPF.
“I want to extend my gratitude to both of our new supply partners for their support of Tungsten West and the Project, and I look forward to updating the market with further progress as we advance towards our path to production.”
Martin McWilliams, managing director of Duo, said works on site would “commence immediately” and marked “an important step forward” in the delivery of the mine’s new build construction programme.
“We look forward to working collaboratively with the Tungsten West team to support the successful redevelopment of the project,” he said. “We are committed to executing the programme in a disciplined and timely manner to support the company’s operational and environmental objectives.”
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Andrew Edmondston, chief executive of Gekko Systems, added: “Gekko Systems is very excited to be working with Tungsten West on the Hemerdon Project.”
The announcement comes just 10 days after Tungsten West confirmed it had raised more than £40m in a share sale.
It is the first athlete sponsorship partnership for the Cardiff-based property advisory firm
Jess Mantle.(Image: insta-STM_Visual)
Cooke & Arkwright, the largest firm of independent commercial property advisors in Wales, has confirmed its first-ever athlete sponsorship. The Cardiff-based firm is sponsoring 19-year-old sprinter Jess Mantle from Barry.
Ms Mantle’ sporting journey began with a focus on football and beach lifeguarding in her hometown of Barry which laid the foundations for her interest in sport. She later began her athletics career with Barry Harriers before joining Cardiff Athletics Club at the age of 14, where she now competes in the 100m sprint.
Alongside her training, she is studying sports science in Cardiff and dedicates her spare time to coaching the next generation of sprinters.
2025 marked a breakthrough year for the athlete, who is rapidly becoming one of Wales’s most exciting young athletes. She secured a silver medal in the 4x100m relay at the European U20 Championships in Helsinki as part of Team GB and claimed bronze in the 60m at the Junior British Indoor Championships.
She also earned the Welsh senior 60m title in Cardiff, won the U20 100m in Swansea, and captured silver in the 100m at the British U20 Championships in Birmingham. Her ninth-place finish in the 100m at the European U20 Championships further cemented her position as one of Wales’s most promising sprint talents.
Ms Mantle said, “I’m really proud to be partnering with Cooke & Arkwright as their sponsored athlete. Having the support of a Welsh company that believes in me means a lot as I push towards the next stage of my career. I’m incredibly grateful for this partnership and look forward to the upcoming championships and sharing my progress along the way.”
Ben Bolton, director at Cooke & Arkwright, said, “Jess represents everything we value as a firm – ambition, resilience and a commitment to supporting future talent in Wales. We are delighted to be supporting her as she builds on her impressive achievements. Her story is inspiring, and her drive both on the track and in her coaching work makes her an exceptional role model. We’re excited to support her journey and look forward to celebrating her continued success.”
Fortis Healthcare reported steady revenue growth and continues to execute strategic expansions. Fortis Healthcare CFO Vivek Goyal shared key insights on performance, occupancy, and margin improvement.
Goyal said, “Hospital business achieved 19% revenue growth compared to last year, and consolidated growth was 17.5%. We are in the growth phase and expect this momentum to continue.”
Occupancy Set to Improve Asked about occupancy, currently at 67%, Goyal said, “We acquired new assets and started a mental health business, Adayu. These will take time to ramp up. We expect to reach 70% occupancy in about a year.”Margin Expansion on Track On EBITDA margins, Goyal noted, “Fortis has been improving margins over the last four years. Brownfield expansions and ramp-up of existing facilities will further improve margins. Some underperforming hospitals, like Escorts and CG Road in Bangalore, are now contributing positively. Manesar facility has breakeven EBITDA and is adding to margins.”
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On medium-term margins, he added, “Hospital EBITDA is around 22%, diagnostics 23–24%. We expect hospital margins to reach 24–25%. Diagnostics have shown 8.3% revenue growth, and there is further room for improvement.” Bangalore Expansion Regarding the Bangalore plan to expand from 900 to 1,500 beds, Goyal said, “We acquired People Tree hospital and adjacent land. First, we will align the hospital with Fortis standards, then build an onco block. All Bangalore hospitals are doing 20%+ EBITDA margin, and we expect faster growth in this market.” Revenue Growth Drivers On top-line growth of 19.4%, he explained, “About 4% comes from acquisitions, another 10% from brownfield expansions, and the rest from ramp-up and high-end care like oncology. Price increases account for only 2–2.5% of growth.” Future Growth Outlook Asked about strategic growth, Goyal said, “It’s difficult to give exact guidance, but we expect similar growth going forward. Brownfield expansions will kick in fully next year. Our flagship FMRI hospital’s new block will start contributing to revenue and EBITDA, as it is already operating near 80% occupancy.”
With growth across hospitals and diagnostics, margin improvements, and strategic expansion, Fortis Healthcare appears well-positioned to maintain strong momentum in the coming quarters.
More than 191,000 Aroeve air purifiers have been recalled after dozens of overheating incidents and one reported fire, according to the U.S. Consumer Product Safety Commission (CPSC).
The recall affects approximately 191,390 units of Aroeve brand air purifiers, regulators said.
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“The air purifiers can overheat and ignite, posing fire and burn hazards to consumers,” the CPSC said in a recall notice.
More than 191,000 air purifiers were recalled following dozens of reports of overheating and one report of a fire. (U.S. Consumer Product Safety Commission)
Aroeve has received 37 reports of the air purifiers overheating, including one report of a fire, according to the agency. No injuries or property damage have been reported.
The affected products are model MK04 units manufactured before July 2025 with serial numbers beginning with “BN.” The air purifiers were sold in black and white.
About 191,390 air purifiers were impacted by the recall. (U.S. Consumer Product Safety Commission)
The units were sold online at Amazon.com, Shopify.com, TEMU.com and TikTok.com from September 2024 through June 2025 for between $80 and $134, the CPSC said.
Aroeve received 37 reports of the air purifiers overheating, including one report of a fire.
Close-up of Aroeve brand air purifier, Menlo Park, California, November 22, 2025. (Smith Collection/Gado/Getty Images / Getty Images)
Fred Piard, PhD. is a quantitative analyst and IT professional with over 30 years of experience working in technology. He is the author of three books and has been investing in data-driven systematic strategies since 2010. Fred runs the investing group Quantitative Risk & Value where he shares a portfolio invested in quality dividend stocks, and companies at the forefront of tech innovation. Fred also supplies market risk indicators, a real estate strategy, a bond strategy, and an income strategy in closed-end funds. Learn more.
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