No. He doesn't need to itemize deductions for his personal expenses. The standard and itemized deductions apply to the personal income section of the tax return only. If you itemize deductions in the personal section of your tax return, then you are claiming personal expenses. Business income and expenses claimed on Schedule C are separate. Please visit the IRS link below, if you'd like to see a list of the business related expenses that can be claimed on a schedule C.
https://www.irs.gov/pub/irs-pdf/f1040sc.pdf
Here is another link that explains the difference between the standard and itemized deductions.
https://ttlc.intuit.com/replies/3302313