Farshad Arshid
Owner of menswear store Standard, franchisee of dutch brand G-Star Raw at Lenox Square
This summer, local retailer Arshid and his wife, Sandy, will open an as-yet-unnamed denim hub at Ponce City Market. Arshid plans to offer indigo in every imaginable size, wash, and style, from the most basic ($50 Levi’s) to the most exclusive (handcrafted Japanese denim). You’ll also find a denim “workshop,” with a tailor providing custom fit, finishes, and repair. What you won’t find: anything else. “We just want to do one thing really, really well,” he says.
Hails from Iran, but I moved to Houston when I was 11.
Neighborhood Brookhaven
Hangout The sushi bar at Umi in front of Chef Ito. My brother, Farshid, owns it. We’re each other’s support group.
Favorite pair of jeans Edwin slim selvage.
Jeans no-go Court, weddings, and funerals.
Favorite Denim innovation The addition of stretch to heavy-duty men’s jeans.
Clothing you love Maison Kitsuné has a fun element without being childish. And Tiger of Sweden; for fall, they teamed up with Kraftwerk, the German synth band. [Available at Standard.]
Style icons Tom Ford and Steve McQueen. Both have a certain simplicity and a sense of ease—it never looks forced.
Where you shop Star Provisions. I’m obsessed with kitchen gadgets.
Your shoes Mark McNairy. They’re built to last, a reinvention of the classics. For a more casual feel, I’ll go with Adidas Stan Smiths or Rod Lavers.
Favorite item in your closet My Liverpool Football Club jersey. My brother and I have been into the team since we were kids. YNWA!
Trends you want to see die A bootcut jean kind of needs to go away. And the overly ornate back pocket—it’s cheesy. But I’ll still stock some at the store, I guess!
Buddied Up
Arshid has also partnered with local retailer John Rich. They’ll open an adjacent brick-and-mortar at PCM of Rich’s popular online shop, Oakleaf & Acorn.
Jean-eology 101
Ring spun
Denim made of yarn that’s been rolled and twisted. Softer, stronger, and pricier than denim of open-end yarn (fades better too).
Selvage (aka selvedge)
A crisply finished edge on the inner seams, unlike most, which are unfinished and can easily fray. Often identified by red thread.
This article originally appeared in our May 2015 issue.
