When Nazia Siddiqui launched Transcend in 2020, the world was shutting down. Supply chains were frozen, travel was restricted, and uncertainty defined nearly every industry. At the same time, Siddiqui was navigating new motherhood while still working a full-time corporate job.
Rather than waiting for conditions to stabilize, Siddiqui used the constraints of the moment to shape Transcend’s operations. Joining us on today’s episode of The Small Business Show, she explains how the brand was built entirely through virtual supplier relationships in its early days, requiring extensive research, long hours, and careful vetting to ensure manufacturing partners aligned with the company’s ethical standards.
From its start, Transcend was built on the foundation of ethics and sustainability. Siddiqui recognized that the fashion industry, with its daily relevance, also had momentous global consequences due to its environmental impact and history of labor exploitation. Her ambition was to create a company that would offer a new model for production, transparency, and growth, demonstrating a viable alternative for the industry.
Instead of following the traditional volume-driven fashion model, Transcend intentionally resisted large production runs. Siddiqui saw overproduction as a core driver of textile waste, with excess inventory often discarded or destroyed. By producing in smaller quantities, the company aimed to create durable pieces designed for long-term use rather than seasonal turnover.
That philosophy led to a major shift in 2025, when Transcend began domestic manufacturing in Seattle. The move allowed the brand to work with locally sourced deadstock fabrics, many of which are unused, high-quality materials that would otherwise end up in landfills. By repurposing these textiles, Transcend created an end market that brings waste back into circulation.
“I really do feel very strongly about this, that it’s important for women to hold on to the essence of who they are.”
The company’s evolution has also included a move from digital-only sales toward physical retail. After hosting pop-up events in its early years, Siddiqui found that customers valued the ability to engage with the brand in person, particularly for considered purchases that prioritize quality over price. Those insights led Transcend to prepare for its first brick-and-mortar location in downtown Seattle, which is currently in a soft opening.
While Transcend began as a direct-to-consumer brand, wholesale has become a significant part of its business. The company now works with retail partners across the Pacific Northwest, including a major clothing rental company based in Seattle. These partnerships reflect a broader strategy to collaborate with retailers seeking more responsible sourcing and inventory practices.
For its first several years, Transcend was entirely bootstrapped. Siddiqui continued working in her corporate job until 2023, gradually funding the business while prioritizing her family. In 2025, the company secured non-dilutive grant funding to support its domestic manufacturing and retail initiatives, including support from local organizations focused on small business development.
As Transcend continues to grow, Siddiqui remains focused on transparency, intentional scaling, and accountability. Rather than chasing rapid expansion, the company is centered on proving that ethical practices and commercial viability can coexist in fashion.
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