How to protect wheels from fading?

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Cody Templeton

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Truck currently has a set of Black Rhino Sentinel wheels in Desert Tan. Problem is that they have faded to almost a pink-ish color. I asked my buddy at the bodyshop and he said most likely reason is because they don't clear coat them to give them UV protection. At this point I'm debating if I want to just pull the tires off them and have the bodyshop paint and clear them, or would it be better to have them powder coated, but I'm worried the powder coating may also fade. Worst case scenario I just buy new wheels. What have you guys done?
 
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