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That started in the late 30's and early 40's. During the depression and wartime gas rationing, retailers bought low trim level E, F and EL models with all the parts that were chromed on the FL bikes painted. They were used for light delivery service and the idea of contrasting rim colors to attract attention caught on. Especially on bikes with sidecars or side vans with the store logo painted on. Because people had a hard time getting around, drug stores and grocers did a lot of deliverys.