Desto Dubb, a trailblazing streetwear designer, has redefined success with his brand, “That’s A Awful Lot Of Cough Syrup.” From humble beginnings selling t-shirts out of a van, Desto has expanded to multiple retail locations across Los Angeles including stores at 7669 Melrose Avenue and 312 West 5th St. in Los Angeles.
In honor of Black History Month, Desto collaborated with rising designer Eric to release the “That’s A Awful Lot Of Black Men” collection, celebrating the unity and strength of Black men in America. This limited-edition line resonated with a new audience, attracting first-time customers and reinforcing the brand’s cultural impact.
Desto’s commitment to community empowerment is evident in his efforts to create job opportunities, particularly for minorities. With plans to open a fourth store, each employing five to six full-time staff, Desto emphasizes the importance of uplifting his team: “It’s not about what I take home. It’s about what they can take home.”
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The brand’s influence extends to high-profile collaborations with artists like Young Thug and Quavo, further solidifying its presence in both the fashion and music industries.
As a top sponsor for Rolling Loud and the face of Loose Leaf, Desto leverages social currency to expand his network and brand reach.
Desto’s hands-on approach and dedication to his craft inspire his team to push creative boundaries. Creative Director Colbyy describes their operation as the “Willy Wonka Chocolate Factory” of fashion, where innovation knows no limits. This dynamic environment has led to designing for major celebrities and contributing to iconic cultural moments.
Looking ahead, “That’s A Awful Lot Of Cough Syrup” has several groundbreaking collaborations in the pipeline, poised to make a significant impact. Desto’s unwavering commitment to his community and team ensures that his brand remains a powerful force, not just in fashion, but as a beacon of empowerment and unity.
A pivotal moment in Desto’s journey was a viral encounter with law enforcement, where an officer remarked, “That’s an awful lot of cough syrup.” This incident inspired the brand’s distinctive name and has become a cornerstone of its identity.
Beyond fashion, Desto is deeply committed to community engagement. He recently initiated a five-week course for children, focusing on entrepreneurship and personal development, aiming to equip the next generation with essential skills and knowledge.
Collaborations have been instrumental in the brand’s expansion. Notably, Desto partnered with Berner, founder of the Cookies brand, to launch the limited-edition “That’s A Awful Lot Of Cookies” collection. This collaboration blended West Coast aesthetics with urban culture, offering unique designs that resonated with a diverse audience.
Desto’s influence extends to major events like Rolling Loud California, where his brand hosted an immersive carnival experience. This activation featured exclusive merchandise and interactive attractions, enhancing the festival atmosphere and solidifying the brand’s presence in the music and fashion industries.
At the heart of Desto’s mission is a dedication to uplifting his community. By creating employment opportunities and fostering a culture of creativity, he ensures that his brand serves as a platform for empowerment and positive change. Desto’s journey exemplifies how resilience, innovation, and a commitment to one’s roots can lead to transformative success.
