Awful Lot of Cough Syrup: Brand Origins & Authenticity

There aren’t many streetwear brands that can trace their name to a run-in with police. But That’s A Awful Lot of Cough Syrup does exactly that. Founded by Desto Dubb, the label grew from selling shirts out of a van in Downtown Los Angeles to operating multiple retail locations. Here’s what you need to know about the story behind the slogan, how to spot authentic gear, and what to expect on sizing.

Brand Name: That’s A Awful Lot of Cough Syrup · Founder: Desto Dubb · Retail Locations: 3+ (Los Angeles, Houston) · Collaboration: Broken Promises x TAALOCS · Available At: Zumiez

Five key facts about the brand, one pattern: the story is as important as the product.

Where does ‘That’s an Awful Lot of Cough Syrup’ come from?

What is the origin of the phrase?

• The phrase originated from a police encounter: an officer allegedly said “That’s an awful lot of cough syrup” to Desto Dubb (Los Angeles Sentinel)
• The brand uses the phrase as its slogan and brand name

How did Desto Dubb start the brand?

• Desto Dubb initially made shirts in small batches, giving most away and selling only a few (YouTube history video)
• He later sold clothing from a van in Downtown Los Angeles (Brand’s about page)
• The brand’s about page says it grew from informal vending into a global streetwear brand (Brand’s about page)

The implication: The brand’s origin story is central to its authenticity — without the van and the police encounter, the brand loses its edge.

Who created and owns Awful Lot of Cough Syrup?

Who is Desto Dubb?

• Desto Dubb is the founder and owner, as confirmed by the brand’s about page (Brand’s about page)
• His Instagram account @coughsyrupbydestodubb manages the brand’s online presence (Instagram)

Is the brand officially owned by him?

• Editorial coverage frames Desto Dubb as a trailblazing streetwear designer (Los Angeles Sentinel)
• Public storytelling centers on Desto Dubb as founder rather than on a corporate identity (Brand’s about page)

What this means: The brand’s identity is tied to one person — not a corporation — which reinforces its grassroots appeal but also raises questions about long-term stability.

What does ‘That’s A Awful Lot of Cough Syrup’ mean?

Is it a literal phrase or a metaphor?

• The meaning is explained in a YouTube short (the history video describes the brand’s origins) (YouTube history video)
• It is a slang/trademark phrase used by the brand, matching its rebellious streetwear aesthetic (Sheen Magazine)
• The brand’s name is a direct quote from a police interaction, giving it an origin in Southern California street culture (Los Angeles Sentinel)

Why is the brand named that?

• The name captures the spontaneous, rebellious tone of the brand
• It distinguishes the brand from more traditional streetwear labels

The trade-off: The phrase’s literal meaning is less important than its role as a cultural signifier — it signals insider knowledge of the brand’s story.

How to tell if Awful Lot of Cough Syrup clothing is real?

What are signs of a fake cough syrup hoodie?

• Buy only from official channels: the brand’s website coughsyrup.shop, official Instagram, and authorized retailers like Zumiez (Instagram; Official shop)
• Check for signature logos and tags as shown on the shop site (Official shop)
• Be wary of listings from unknown third-party sellers on marketplaces

Where to buy authentic merchandise?

• Official store: coughsyrup.shop (Official shop)
• In-person at LA stores (7669 Melrose Ave, 312 W 5 St) and Houston store (5410 Almeda Rd) (Los Angeles Sentinel)
• Zumiez for the Broken Promises collaboration (Instagram)

For buyers, the safest route is direct from the brand or from a known retailer like Zumiez.

Do I size up for Awful Lot of Cough Syrup hoodies and shirts?

Is the fit oversized or true to size?

• Sizing guidance varies by product; the brand’s website does not currently provide a size chart (Brand’s about page)
• Customer reviews on third-party retailer sites often discuss fit (Instagram – for anecdotal evidence)

What do customers recommend?

• Until official sizing is published, buyers are advised to check product-specific measurements
• Consider purchasing from retailers with easy returns

The catch: Without a standardized size chart, ordering the wrong size is a real risk — especially for online-only buyers.

How to Buy Authentic Awful Lot of Cough Syrup

1. Visit the official website coughsyrup.shop (Official shop)
2. Follow the brand’s Instagram for drop announcements (Instagram)
3. Check authorized retailers like Zumiez for collaborations (Instagram)
4. Visit the Los Angeles store at 7669 Melrose Ave or 312 W 5 St, or the Houston store at 5410 Almeda Rd (Los Angeles Sentinel; Instagram)
5. Avoid third-party resellers with no return policy

Timeline of the Brand’s Growth

A look at the key moments that shaped That’s A Awful Lot of Cough Syrup.

• Early 2020s: Desto Dubb starts selling from a van in a parking lot (Brand’s about page)
• 2023: Multiple retail locations opened in Los Angeles (Los Angeles Sentinel)
• 2024: Collaboration with Broken Promises available at Zumiez (Instagram)

What this means: In just a few years, the brand went from a van to a multi-location operation — a pace that not many streetwear startups achieve.

Quotes about the brand

“From selling out of the back of a van in a parking lot to owning multiple retail locations across Los Angeles.”

— Desto Dubb, founder’s statement on the brand’s about page

“How Desto Dubb made Awful Lot of Cough Syrup the voice of the streets.”

— Sheen Magazine

Summary: The brand has built a loyal following by turning a chance police encounter into a streetwear identity. For shoppers, the risk of buying a fake or ill-fitting item is real — buy directly from the brand or an authorized partner, or risk losing both money and the story that makes the brand worth wearing.

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