The longest running custom wheel tradition started in the mid 1960's when American racing legend Parnelli Jones and his childhood friend Art Hale Sr. started up a wheel company called US Mags. Parnelli was affiliated with Firestone Tire and Rubber and needed a source for wide wheels to accommodate the performance tires of the day he was selling through his retail stores. US Mags were retailed in the Western States by Firestone company stores and Parnelli Jones retail stores.