The spirit of the 1970s.
Like every reasonably small boy in the decade that style forgot, I wanted a 'Chopper' and was gifted one Christmas something very similar to a Chopper but not quite. This meant that I had to feign pleasure to parents who had worked hard to pay for a Christmas bike but knew this wouldn't cut the mustard at school.
Never mind. That 'WS' is the end of the word 'RUMBELOWS' where you could buy or hire your white goods and televisions
