That’s A Awful Lot of Cough Syrup Collabs With Rolling Loud Festival in California to Bring Ultimate Carnival Experience

A Carnival in Inglewood

Desto Dubb, or Joshua Taylor, owns the street-wear brand That’s A Awful Lot Of Cough Syrup (ALOCS), a street-wear clothing brand originating in California. He is a celebrity designer and has curated limited-edition collaborations with artists such as French Montana, Quavo, Coi Leray, Young Thug, and more. His brand recently had pieces included in both New York and Los Angeles Fashion Week.

ALOCS returns to the Rolling Loud Festival in Inglewood, California this year with the ALOCS Carnival, the brand’s largest collaboration. The carnival will include classic arcade games, a swing ride, and two storefronts offering limited-edition merchandise not offered at the festival’s general store. Taylor will be present at the event interacting with fans and providing opportunities for interviews.

“It’s a dream come true,” said Taylor. “You never imagine being part of the festival but being a part of it, and [being] valued is ecstatic. I can’t think of anything better.”

Desto Dubb, owner of That’s A Awful Lot of Cough Syrup, presents the ALOCS Carnival at 2024 Rolling Loud in California. (Picture by ALOCS)
Desto Dubb, owner of That’s A Awful Lot of Cough Syrup, presents the ALOCS Carnival at 2024 Rolling Loud in California. (Picture by ALOCS)

Who is Desto Dubb 

The designer originally started selling his clothes to support his music career. He would wear his designs to his shows and gift shirts to fans after events to help build recognition. He describes the brand as a car, the kind you kept as a project but never a main hobby.

When COVID hit the country, Taylor locked in on his fashion designs and grew ALOCS. Taylor posted his designs on Instagram, wore them in social media videos, and traveled to different shows to get the ALOCS name to the public.

“It was like putting the foot on the gas. It opened my eyes,” said Taylor. “I used to look at fashion like a business, but now I look at it like art.”

Taylor now owns two stores in Southern California where he sells his clothes.

The Positivity in Clothing

The brand started in 2020 and promotes positive messages of hope and confidence to show patrons they can succeed as long as they keep trying.

“Fashion is the most positive thing, it’s confidence,” said Taylor, “It’s like putting on a cape and gaining superpowers.” 

The store sells elevated street-wear and offers design options for men, women, and children. To shop the brand click here.

Maria Peralta-Arellano is a Milwaukee-native journalist who focuses on sharing news from her local communities. She dedicates her work to accessibility and producing bilingual coverage focused on arts, culture, and politics. She looks to explore her community through a journalistic and creative lens.

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