Photo by Dan Hall

Name:
Farshad Arshid

Aka:  
Rashad, Vershad, Far-shaad, Rasheed, FarshaRd, RashaRd, and any other way my name is butchered…

Website:
standardatl.com

Where are you from?
Born in Tehran Iran (gotta rep the motherland) grew up in Houston, TEJAS (as GDub says it), here in Atlanta for 13 years now.

Who do you work for? 
For the man… Damn the man… Oh, and I own the Standard boutiques in town.

What are your Current Project(s)? 
Collaboration with DC Shoes, collab with Process (clears throat)… Spring/Summer In-Store series at 1841. And a few more that I can’t talk about yet…..

Who would you love to work with?
Too many to name, but here are a few: Nike, The Hundreds, 10 Deep, Alife, Benny Gold, Huf, Maharishi

If you had to give all your sneakers away to charity except for one pair, which ones would you keep? 
Adidas Milano Navy with gold Stripes… I have 2 pairs… a beat up pair that wore while building the original store… and a pair I found at Sporty LA 2 years ago which I paid entirely too much for… This is strictly for sentimental reasons…

What’s on your iPod right now?
The new Depeche Mode (single), George Michael (4life), Ghostland Observatory, Sam Roberts Band, Rehab, Elton John, Morrissey, The Smiths, Cartel, Ponderosa, UGK, the Cool Kids, Phoenix, US Royalty, Chester French, NERD, Grip Plyaz, Biggie, Erik B & Rakim, Ice T, New Order, The Cure, Duran Duran.

What’s your Favorite ATL food?
Spice Market, Eugene’s, Rumi’s Kitchen, Flip Burger Boutique, Surin, Holeman & Finch, Taqueria Del Sol, FAB, MF Sushi, Shaun’s, Hong Kong Harbor (best dim sum in town).

What’s your Favorite ATL hangout?
STANDARD Boutiques (look man, I work gazillion hours a weeks… my only social activity is talking shit to whoever visits… but other favorite spot that I don’t visit nearly enough is El Bar.

What are your Pet Peeves?
Assholes (with the exception of myself), being late, bluetooth headsets, sunglasses indoors, stupid questions (Is the grass real? Is this Pharrell’s store? Where do you guys get your stuff from? Do you guys make your own clothes? Can I get a recession discount?)

Shout outs?
Man toooo many…. 1st and foremost, the bosslady my wife Sandy… My family, My Standard crew (Daniel, Ryan, Nellie, Mourad, Xavier, Cory), CHRIS BLACK, Bun B, My Process boys of course (keep doing what you’re doing), Greg Street, Don Cannon, Coach K, Vik S, Shawn from Walters, The entire Rehab Family, Demun Jones, Germaine, the Willis Twins, Smiles, xText message Timx, Kaos, Jason Geter, Brian @ DC, C to the JL, Kaan Ergun (kaandre 3000), FNDTN crew, BBC crew, Scotty ILL, Eric V, Meg, Benny Gold, Rob Wonder & Rosa, Zach Wolfe, Sumner, Henry, Serious Ron, The Joneses, Will Lundy, Lavish Life crew, AC, Myk and the rest of The Charlotte crew, Dallas Austin, and the Rowdy Crew, G Mike, Caleb, Ross, Reggie, Patrick, and last but not least my boys Zero, Cosmo, and Paco.