DESTO DUBB, THE FASHION DESIGNER AND MASTERMIND BEHIND HIP HOP’S MOST DESIRABLE STREETWEAR
From selling clothes out of his van in a parking lot in downtown Los Angeles to becoming the dopest designer. Within 10 months, the industry’s dominating designer, Desto Dubb developed his multimillion dollar empire establishing himself as a self-made successful entrepreneur. After serving three years in prison, Desto developed the brand to defy the odds stacked against him.
The famed founder of streetwear brand, That’s Awful Lot Of Cough Syrup, earned his virality from a snippet of a situation between him and a cop in which the infamous officer’s statement says: “That’s an awful lot of cough syrup”. The viral video of his encounter with the police propelled the popular brand and formulated the acclaimed brand seen everywhere today.
‘That’s Awful Lot of Cough Syrup’ for Celebrities and Consumers Alike
Seen and worn by Hip Hop enthusiasts and celebrities worldwide, Desto Dubb makes apparel that magnifies his creativity which speaks volumes throughout his various styles. In fact, Desto went from selling 2-3 That’s Awful Lot of Cough Syrup sweatshirts a day out of his van to becoming a profitable business man with two locations. Long lineups at the Melrose Avenue store in West Hollywood, as well as exclusive limited drops — make the brand one of the most sought-after apparels to wear in Hip Hop fashion to date.
Hip-Hop’s heavyweights from celebrities like French Montana, Young Thug, Quavo, Coi Leray, and the late Drakeo The Ruler… to branded businesses such as No Jumper, and others have all collaborated with the former rapper. The retired rhymer’s rolodex of colossal collabs have opened other opportunities as well. Desto Dubb is also the face of Loose Leaf, the all-natural wholeleaf tobacco wraps. In doing so, he can be credited for its successful launch of the premier brand it is today. Reviving so much raved recognition, the latest “House Party” film features That’s Awful Lot Of Cough Syrup clothing as its wardrobe of choice.
Desto Dubb and BlueBucksClan Bring Limited Edition That’s Awful Lot Of Legendary
Most recently, the most prominent streetwear brand, has collaborated with rising duo rappers BlueBucksClan on limited-edition apparel. The limited launch k Ike’s off on April 28th as a prelude to BlueBucksClan and Drakeo The Ruler’s highly anticipated album, Legendary. The unique and exclusive merch will pay tribute to the late rapper’s extraordinary influence and legacy in Hip Hop nearly two years after his death. BlueBucksClan is a budding rap group from South Los Angeles, dubbed “two goats” by record-breaking superstar Drake following their viral Fire in the Booth freestyle.
The launch led into the arrival of their highly anticipated album, Legendary, serving as the duo’s fourth album. Their latest offering brings West Coast vibes nationwide just in time for summer. Nonetheless, That’s Awful Lot Of Legendary is a one-of-a-kind collection of limited-edition T-shirts and hoodies dedicated to Drakeo The Ruler’s legacy and the battle against violence. This innovative installment pushes the culture forward and brings it back full circle. Hip-Hop and streetwear go hand and hand since the start — so why not level up into pushing product placement through popular partnerships like this one!
“Don’t Ever Stop Trying”
Furthermore, “That’s Awful Lot Of Cough Syrup” has become a stunning statement that is seen and worn by young trendsetters all over the world. With no signs of stopping anytime soon! Desto Dubb embodies determination, perseverance, and drive, as evidenced by his acronym – “DON’T EVER STOP TRYING”. He is a father and serial entrepreneur who aspires to bring in a new era of street cultural identity. Further engulfing in his expertise, expect more collaborations and bold cultural statements from the streetwear fashion guru himself.
Don’t believe me? Take a look as we talked to the raved rapper turned multimillionaire streetwear fashion guru! Desto Dubb chopped it up with Minnee of KAZI Magazine to talk all things “That’s An Awful Lot Of Cough Syrup, the startup, what’s next, and more!
Desto Dubb Delivers Gems In New Interview
- Hey Desto Dubb! Thank you so much for speaking with me today on behalf of KAZI Magazine! Before we get into the Cough Syrup Brand, Who is Desto Dubb and where did it all begin for you?
“Like it all began as a child. You know, as a kid, your parents kind of give you most of the stuff that you need. They don’t expose you to stuff that you don’t need, or you don’t know. So you kind of feel like a sense of plentifulness when you’re a kid, but you know, even as a kid, you notice like, Hey, why didn’t I get the bike and they got a bike and why I didn’t get the rollerblades I got mf world on wheel skates lol. For me, I knew that my parents wasn’t gonna get certain stuff. And I didn’t know it wasn’t because they couldn’t afford it. I just knew my mom was not buying that shit. You don’t need that shit. So as a kid, I just had to start hustling. You know, everything that I do is basically the hustle in me.
As a kid, I just started hustling to get the things that I wanted. Just started to hustle to get what I want. I kind of just started observing the way that people talk, the way that people act, and just learning how to sell different things and just getting more of a targeted market. You know, so just really, as a kid, you know, I tell a lot of people that I started off selling candy. One of the things that seven candy taught me was how to approach people to sell them. It shows who is the consumer and who’s not a consumer”.
- What was the inspiration behind starting your booming That’s A Awful Lot Of Cough Syrup streetwear brand?
“Again, wanting clothes that I can’t afford. Just noticing that a lot of these brands that they charge you money for, like clothes that they beat up themselves or throw paint on their self. And since I couldn’t afford them, or just since my mom wouldn’t buy them for me, I had to start making my own clothes. And once I started making my own clothes, I started realizing people wanted my clothes. That’s when that oh, so I got something that they want to buy? Okay, maybe i’ll start making more stuff and see how much more stuff they like to buy. Then I actually started making two or three pairs of these items. Making money that way, on top of all of the other ways that we’re making money and it was just like, kind of like one of the many hustles that I have”.
- What was it like seeing your successes unfold so quickly following your viral video clip-turned multi-million dollar business?
“It really didn’t hit me. It was really more so like, oh shit, I can go 100 miles an hour. Instead of trying to brag and be happy I can go 100. Let’s try to go 120. Let’s go and try to go 140. Let’s see how fast this thing can go. You know, I see that they like it. I never like indulged in it. Always seen that they liked it and see what else I can create that they like. So it was really just more fuel for my ambitions. But it was never like, Hey, I’m here. Like, even at this moment right now, like, I’m probably a lot of people will look up to me, they’re like, Oh, you’re this but I’m still worried about how this money’s gonna go. And this next collection. I never looked at it from a bird’s eye view. I’m always on the ground. And one of the reasons I feel like I’m still successful because I still repeat steps 123”.
- With that being said, what are your thoughts on the success surrounding social media support in terms of creating a viral moment and breaking new barriers for businesses?
Design With Desto
- So now that we touched on that, I have to ask, Do you have any specific, like designers that you look up to? Or that you’re inspired by?
“I got brands, you know, I really haven’t like tapped into like actual designers. But you know, like, with me being in the street wear always pay homage to Supreme and BAPE. They set the tone for everything, their placements, their colors, you know, they charged the garments. Right now if somebody was to take BAPE season 2019 and just recreated it still go crazy. You know what I mean? Because as you say, history repeats itself. When you see something good, you know, I mean, just make your own version of it.
But Supreme. I fuck with BAPE. I love Louie, I love Louie in the sense of it inspires me to just try to go a little bit more elevated. Gallery department, you know, most of the places are places that I will go myself. I go into gallery department, whatever I spend, I feel I’m happy I spent it, I want to recreate that for my brand. You know what I mean? I don’t want somebody to walk in there and feel like they got worked or they got jipped or they were overpriced. Go I want the customer service. I want the quality of the goods to make you feel good about. Make you feel so good that you can’t wait to put it on”.
- Also, styling everyday consumers and celebs with your successful streetwear brand, what would you say inspired your focus of fashion on streetwear when creating a clothing company?
“Creating the things I always wanted growing up and seeing that the world wants now”.
- Additionally, could you please walk us through your design process. What do you have in mind when designing your pieces?
“Honestly, it’s really just kind of in me. And then on top of that, like I wouldn’t take the whole thing for myself. You know, I have a wonderful team, you know, and I just kind of just implement the ideas and it’s up to them to execute. Like, yeah, I do still do steps 123. But I’m trying to think how can I do these steps even better? You know, from pop ups to drop and stuff? How can we make this drop better? How can we make this hoodie better? How can we do a 2.0? 3.0? 4.0?
You know, that’s how I kind of like stay in there with the younger people. I have a few young people on my team and like, really Instagram as well. But people get so upset with me for being on Instagram so much, but there’s constant information, you know, you look at the likes and you see that this is a popular item, then you try to recreate that or make it your own, you know, make your own version of it. So I will say, social media, the youngins, and my team is the reason why I’m still ahead and still able to put out stuff. And you know, after a while you create your own fan base or your own customers to where it is they want whatever you put out. And then another big thing is I put out a limited amount. So everybody will want it, but they can’t get it”.
Building A Billion Dollar Business With Desto Dubb
- A true testimony and success story from selling your brand from out of a van in the parking lot to building a multimillion dollar business in your home of Los Angeles, what advice do you have for emerging entrepreneurs?
“I have a lot of advice, you know, that like one of the bare minimum things I tried to tell these kids is try to have some kind of income. Some kind of foundation, you know, don’t just try to get straight into. Don’t say “oh, I want to make a clothing line and not , get a job. Get a job, get some money coming in. You know, take a little extra money and start building your brand. Also, don’t be like, I just took my college loan and dropped it all on the brand thinking it’s gonna blow up, it’s not gonna blow up. No, it’s not like that. I had kind of took what I would call like a cheat code for a very long period of time, I wasn’t really just fully 100% on clothes, I was trying to be an artist, but while me being an artist and traveling with different entourage and whatnot, I always kept my clothes with me. So for years, I was campaigning before I actually came out. I just started really doing just Awful lot Of Cough Syrup, but I was able to campaign off of somebody else’s budget because I was on tour, I was an entourage.
So find your foundation first. Because if you want to have a brand, your brand represents you. You can’t be broke trying to have a brand and you can’t be begging trying to have a brand. You gotta have money, you know, you trying to get a Lil Baby in some shit and you are like this is my last sweater and I wanted to know,,,. You got to come with like six sweaters, and give it to all of that homies. Maybe a pair of shoes to go with it. Maybe even an ounce of weed. You know, overly give them stuff. But if you only rely on this to get it, you’re not gonna have the funds to do that. I feel like your move a lot faster if you have already a foundation on which you’re going to make and your money that you make. Then you got your money set aside that you’re going to use for your brand. In your spare time you’re you’re actually putting time and money into that brand. And then whenever it’s time to show up and pop out you have funds to do that“.
- In fact, recently you released the official collection which can be seen in the newest “House Party” movie. What’s that experience like and how did that amazing opportunity and partnership come about?
“Out here getting to it, putting the name in the streets in LA. The director and the person that wore it were both people who I’ve met and known for plenty of years. Matic was saying how he was doing the movie and they were talking about wardrobe. When I do something, I want you to think about me. I used to do tattoos. When ever somebody thought about a tattoo they thought about Desto Dubb. Whenever you think about oh, what are we going to wear for this LA based movie? Desto Dubb. And then Homie Quan damn near already had the clothes. You know, like little placements through the movies. That was through Matic. But, Quan came there with the jacket on already. He made sure he had it all. Yeah, that’s my boy. I just recently used him. I’m doing a collab with Burners and Cookies and I used him for the shoot, you know. So it’d be like, fuck with me, I fuck with you and we’re gonna keep going”.
- As founder of one of Hip-Hop’s hottest streetwear brands flooding the streets, and the face of leading tobacco wrap Loose Leaf, how important is residual income to you?
“Oh, it’s big! Like is hella big, you know, like, how we just went over trying to have some money to start something. You know what I mean? Then you get to actually having a brand that you do. And somebody seeing you again, everybody’s watching. You know, I didn’t invent Looseleaf I didn’t start the company. This was just another company who see me working my ass off. And they’re like, Damn, he’s really working his ass off and he’s getting somewhere. We need somebody like this on our team. Hey let’s reach out to they reached out to me, you know? I loved the products, I gave him my input based off of you know, I really smoke. We came up with our own honey bourbon leaf and it took off from there. But the residual income is great, because now with me having this like, Oh, I’m making an extra bag on the side, let me blow it. It’s like, No, I have an extra bag on the side… let me put that one back to my company”.
What’s Next?
- Eager to know, what’s next for Desto Dubb and all things Cough Syrup?
“Right now. We’re just trying to get this foundation as strong as we can. Like a lot of people have a brand and it’s doing X amount. They want to double it. They want to triple it next year. We’re gonna go big. this year, we’re gonna go bigger. Next year, we are gonna go bigger. I want to just get bigger and stronger as a streetwear brand and entrepreneur. I want to be able to anything that comes my way me and my team can handle it from the smallest to the biggest and we treat it all the same. So you know, we’re really just building rebuilding this thing from the ground up getting the right people in place, getting the right teams so that we can run it immaculate. So like right now with dub is just, you know, more brand more brand collaboration with actual brands instead of artists. Making foundation stronger. And I want to work with more females. The males like I’m looking at statistics, females shop a lot more. Females spend a lot more and they’re a lot more safer.”
- Lastly, is there a message that you’d like to leave with fans?
“Don’t ever stop trying. If yall don’t know, that’s what Dest stands for in Desto. DON’T EVER STOP TRYING. No matter what, you know, my brand didn’t blow up and I didn’t really start putting 100% or even 50% into my brand until I was around 28-29. I’m 34 about to be 35 right now. So don’t ever think you’re too old or something, just don’t ever stop trying. And if you’re gonna do something, you need to smell like it. You need to look like it. You need to surround yourself around people that’s in that same field. Still do your job and do what you need to do. But afterwards, you want to be a trainer, you need to be at the gym, you need to be wearing gym clothes all the time, you need to be watching gym YouTubes your friends need to be on their shit. Because it’s not gonna really work or it’s gonna be a slower pace if you’re not fully dived into it. Do it for the passion and really be all in with it. You damn near need to smell like a clothing line look like a clothing line. If that’s what you’re gonna do. Whatever it is you do”.
