The Rebrand: From King St to St Alden

St Alden began as King St - a brand rooted in experimentation, learning, and finding my footing. It gave me the space to explore basics and understand what it truly means to build a fashion brand from the ground up. But as the brand evolved, it became clear that the name, visual language, and intention behind King St no longer reflected where I was heading.

This is the story of why I rebranded, and what St Alden truly represents.

Why King St No Longer Fit

King St was a starting point born in the lockdown era. It represented my earliest phase: learning how to design, how to sample, how to manufacture, and how to show up as a brand owner. But over time, the vision sharpened.

Borders reopened. Travel resumed.
We stopped living in sweats every day.
After years of Australian lockdowns, my wardrobe was filled almost entirely with loungewear.
Then I moved to the US and suddenly, there was space for something new.

My mind shifted to upcoming collections: handmade resortwear, intentional textures, elevated prints, and garments designed for beautiful places like coastal destinations, warm evenings, slow mornings. The name King St began to feel restrictive, urban in a way that no longer aligned with the lifestyle I wanted to design for.

The brand needed room to breathe.

Enter St Alden

St Alden is a lifestyle brand rooted in luxury resortwear, craftsmanship, and atmosphere. Each collection is created with intention and purpose.

St Alden pieces are designed for environments where you want to blend into the beauty around you, yet still stand out enough to invite the inevitable question:
“Where did you get that?”

A Clearer Brand Identity

With the rebrand came clarity.

St Alden is built on handmade, made-to-order garments focusing on texture, print, and tactile fabrics. Our pieces designed to move effortlessly from day to night and a slower, more intentional approach to fashion.

Every design choice now filters through this lens. If it doesn’t feel at home at a luxury resort or layered into an elevated warm-weather wardrobe then it doesn’t belong.

Why the Rebrand Matters

This rebrand wasn’t about aesthetics alone. It was about alignment.

It reflects not only the evolution of the brand, but my own. As my life changed, the brand had to grow with it and that growth demanded a name and identity strong enough to carry us forward for years to come.

What’s Next for St Alden

The rebrand marks the beginning of a new chapter.

Future collections will continue to explore resortwear and summer dressing inspired by place, with silhouettes that feel both familiar and unexpected. You’ll see deeper storytelling, thoughtful design, and an ongoing commitment to creating pieces that feel special the moment you put them on.

With love, 
Emma xx
Founder