Desto Dubb of ‘That's A Awful Lot Of Cough Syrup’: Inside the Streetwear Strategy to Build a Global Brand Through Pandemic Resilience and Relatable Authenticity

Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today?

In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”

As a part of this series I had the distinct pleasure of interviewing Desto Dubb.

That’s A Awful Lot Of Cough Syrup is one of the hottest streetwear brands in the world to date. Desto Dubb, the founder, started this company by selling clothes in the back of his van. Born from nothing, he’s built one of the most prominent streetwear lines in the world with grit and perseverance. From getting his clothing on some of the hottest street artists to opening two retail stores, Desto stands for don’t ever stop trying.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?

I grew up in Watts, California, and graduated from Crenshaw High. At an early age, I was forced to figure it out for myself. Since high school, I have loved fashion, so I created a few brands in my early 20s. The last one I made I named it after a viral clip of my encounter with the police and his infamous statement “That’s A Awful Lot Of Cough Syrup.”

With the leverage and publicity received, I turned the viral phrase into a popular streetwear clothing brand, now available at three store locations in Los Angeles.

Can you tell us the story about what led you to this particular career path?

The pandemic led me here. It was something that separated the weak from the strong. Many people chose to stay in the house, so I didn’t have much competition on the market. I was the only option people had to get a fresh outfit. And, of course, working hard every day brought more clarity to this being the right career path for me.

Can you share the most interesting story that happened to you since you began your career?

My younger brother, friend, and I went to Coachella to sell clothes. We drove out there with a packed car full of clothes. Our car broke down on the way there, but somehow we took a private jet to come back home to LA. Shout out to our friend with the jet.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Consistency — Since starting my brand That’s A Awful Lot Of Cough Syrup, I have dropped exclusive items every month. If you didn’t get one, you could get the next. This consistency gave me a massive boost in the retail game.

Discipline — I could hang out with people all night, but if I have a pop-up the next day, I disciplined myself to stay in. I don’t care who’s calling. I try to focus on what I need to prioritize right now, which is building my own empire.

Authenticity — Don’t ever try to scam anybody. Whatever you do, you won’t always win, so don’t lie, or try to make something out of nothing. Just keep it 100%.

What do you think makes your company stand out? Can you share a story?

Making myself the face of my brand has made the company stand out. Most companies or brands have many different people representing them. It’s important for me to be relatable to my customers and make them feel comfortable in wearing That’s A Awful Lot Of Cough Syrup. The more I do, the more my company expands.

Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?

In life, you do not always know right from wrong. In pursuing success, you must listen to God and your inner voice. Somebody may say something is wrong, while your heart may say it’s right. It can be hard to judge sometimes. At the end of the day, I always think, “What would God think about this situation?”.

For example, what would God choose if I wanted to go to something that does not benefit my family or me? In a lot of my decision-making, I listen to God about it.

Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about? Can you tell us about that?

Yes, one thing I love is the technology behind many things. People are now pushing the limit on what you can do with graphic clothing, including how to print, how you can initiate a design, etc. I wouldn’t be surprised if the industry eventually has wearable motionless garments. I can’t wait to see what people do and love where everything is headed.

Can you share how your brand is helping to bring goodness to the world?

My brand is bringing goodness to the world because we inspire people every day. I show many people what and how dreams can be achieved through hard work. I don’t wake up and do anything other folks can’t do. Showing people I put in the work inspires them to start their brands. They can be the next “Awful Lot of Cough Syrup” or even better.

Can you share with our readers about the ethical standards you use when you choose where to source materials?

Most of my materials come from people I met and who I trust. I choose people who have good energy and are genuinely good people. If I sense they’re not a good person, I don’t care what they’re selling; I won’t buy it.

Fast fashion has an advantage, that it is affordable for most people, but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?

Timeless fashion is the answer. We create timeless pieces with meaning. Even if it’s something we made just for a specific period, it becomes timeless because it serves as an artifact that reminds people of that time and what was going on then. Most of our designs have timeless element to them. When you wear it, it will either remind you of that day or make you wish you could return to those moments.

My brand is exclusive. You cannot purchase the pieces anywhere else once it drops.

What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.

Work hard — If you’re taking the easy route, you won’t get what you want. I use to catch the bus to pick up my blanks or ride my bike with boxes of full of things. You need to put in the hard work to achieve your full potential. There are no short cuts in life.

You need is a solid team — There is no championship for one person. To win, you need a winning team. When I use to do the pop-up events by myself, I couldn’t run the event and sell my clothes at the same time. So, I worked hard to build a solid team. Together, we’ve been taking over the pop-up game worldwide.

You need high-quality materials or a solid manufacturer — Consumers are always looking for quality over quantity. Find and connect with a good manufacturer or blank suppliers if you’re printing. The blanks I use are some of the best in the industry. I go to the same place as Chrome Hearts and other high-quality brands.

Have income to invest — In today’s society, it costs money to make money. If you’re thinking about going mainstream or rising to a top level, it will take something to get there. There’s a lot of pay to play that goes into increasing visibility around your brand. Be willing to make the investment.

Know your vision — You need to know what your overall vision is to understand your true purpose and to get to where you want to be in life. You don’t have to think ten years ahead. Your vision can be to make $100 every day. Regardless of how big or small your vision is, you need to have something in mind to move you forward.

Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself? Can you give an example?

Once brands and companies start producing independently instead of paying someone to do it, their ideas will be executed in the best way they see fit. Instead of waiting for manufacturers to bring you a sample, you’ll make it yourself. That way, you gain complete control of the creative process and can make it exactly how you want it.

If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?

I would start a movement to inspire communities worldwide in a positive light. If you’re good at your craft or skillsets, let’s showcase how you got there and the tangible steps. Many kids these days get inspired by the wrong things because capable people don’t care to share the steps to their success. It’s essential to show that there are positive role models you can look up to.

How can our readers further follow your work online?

Check us out at @CoughSyrupByDestoDubb and @ThatAAwfulLotOfKicks on Instagram. To shop with us, visit www.coughsyrup.com.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.