"You just can't do custom full-time, " says Karl Thoennessen, whose label, Rogue Trade, also offers ready-to-wear raw denim jeans.

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You're as likely to see someone rocking the heavy raw denim popular among '60s bikers and rebellious youth, an '80s-inspired high-waisted, flower print, or the acid-washed, ripped-up grunge look of the '90s.

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It turns out, with the most obvious of icons: a pair of five-pocket raw denim jeans with red stitching an unwitting homage, perhaps, to the American idols that Johansson idolized as a teenager, Marilyn Monroe and James Dean.

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