Welcome to Standard ATL

There are many great boutiques within the United States. One that recently caught my eye is called Standard which is located in Atlanta, Georgia also known as ATL. Standard is a very unique boutique that started up about two and half years ago. Standard carries six to eight different clothing lines which are exclusive to their store. They also carry the new BBC/Ice Cream line and it is one of the few stores in the US to carry this exclusive clothing line from Skateboard P. Check out the interview I conducted with Farshad about his unique store!

Chris: So tell us a little about yourself.

Farshad: My name is Farshad Arshid…..been living in Atlanta for 10 years now…..grew up in Iran, Germany, and then Texas….I’m 32, I moved to Atlanta to run the Versace Jeans Couture store in early ‘96 during Versace’s hayday. Eventually got out of that (couple of years after Gianni Versace was killed)…..

Chris: Did living in different countries influence you on the fashion culture, or was it when you came to the United States?

Farshad: Absolutely……you get exposed to so many different things and different personal styles…..you get to see so much more.

Chris: Now that we know a little about you Mr. Arshid, tell us about Standard and how it started up and got its name.

Farshad: Mr. Arshid….I like the sound of that, like Mr. Cartoon, but not as paid..haha. I started Standard almost out of necessity, there really wasn’t a store in Atl that had things that we wanted to buy for ourselves, so every time one of us would go to NY or LA, we’d load up and bring back a bunch of stuff for our crew. So I started to look at it more seriously, and it made sense on paper. I put a plan together, and got together with my brother and a couple of friends and started up about two and a half years ago. We went after mostly new lines for the market. So when we opened, and even now we carry 6 to 8 different lines that we have the exclusivity for in Atlanta. We also have really crazy hours. We open at one during the day but we stay open till 11 pm, and midnight on weekends. We felt very different, but we felt that what we were doing should be the norm, hence Standard…wow, what a dork…I just used “hence”.

Chris: That’s cool man; there aren’t that many shops around the US that sell what people want these days. They sell what they think the people want. Haha, that’s funny, that must be hard working those late hours, but it must pay off in the end.

Chris: Did you ever think about opening somewhere else besides Atl since you traveled to different cities?

Farshad: Yeah, as I mentioned, I grew up in Texas, so I always have a connection to there. But we’ve also looked at Vegas as well.

Chris: Oh true, I used to live in Houston Texas, I liked it there but the weather was a little too hot for me.

Chris: What are the types of products does Standard carry?

Farshad: Billionaire Boys Club and Ice Cream of course, Nike (metro, indie, quick strike), Adidas (Trend), Puma (regular and black station), Vans (vault), Y3, Fred Perry, G-Star(including Marc Newson line), Reebok, Trovata, One True Saxon, Epidemik, Strand, and a few more…

Chris: Nice, nice, I like how you have a wide variety of products instead of just sticking to one brand. Do you guys have your own clothing line yet? Or is that something in the works?

Farshad: We have been working on a couple of things. We should have it out by late summer or early fall. We don’t want to put it out until we are completely happy with it; we are very difficult bunch of cats.

Chris: Nice. I’m excited to see what you guys come up with, judging by the uniqueness of your store. That’s a good attitude of not putting it out until it’s perfected. Anything big coming up for Standard in the next few months?

Farshad: The re-launch of the Ice Cream Footwear in spring is something we are certainly looking forward too. As well as the BBC clothing follow up shipment.

Chris: That’s dope man. You’re lucky to be one of the stores in the US that carries BBC/Ice Cream. It must be flying off the shelves!

Chris: How did you hear about HYPEBEAST?

Farshad: My brother has become a raging sneaker head over the last few years, and he found it a few months ago and turned my attention to it. We call it “the bible” around here, haha, we still don’t know how you guys update so fast – it’s the most complete site….hands down!

Chris: Thanks man! Lets jus say we have a strong army and a great General behind it.

Chris: Well Mr. Arshid, thank you for your time and information about yourself and your amazing store. Hopefully we will hear from yourself and your store in the future.

Farshad: Thank you. I really appreciate it, we are excited about the future and our growth. I’m thrilled to have our store featured on HYPEBEAST.

Standard also does phone orders for the new BBC/Ice Cream line and other products.

Store hours:
Mon- Thurs: 1 pm -11 pm
Fri: 1 pm – Midnight
Sat: Noon – Midnight

Phone: (404)355-1410