CARLSBAD, Calif.--(BUSINESS WIRE)--April 17, 2006--Spy Optic,
Inc., a wholly owned subsidiary of Orange 21 Inc. (NASDAQ:ORNG),
recently announced the appointment of Fran Richards as Vice President
Mr. Richards joins the Company with over 20 years of action sports
and youth culture marketing experience. Prior to joining Orange 21,
Mr. Richards was Group Publisher of Future USA's action sports media
group, a division of Future PLC, a publisher of video game and music
enthusiast magazines. Previously, he was President of Modern World
LLC, a youth marketing firm whose clients included Universal Music
Group's Island Records, Warner Strategic Marketing, ski resort
operator Intrawest, and NBC's Gravity Games. Additionally, he spent
close to 15 years in various marketing, sales and general management
roles at Transworld Media, a large action sports media company.
Barry Buchholtz, Chief Executive Officer of Orange 21 commented,
"We are extremely pleased that Fran has joined our team to spearhead
our marketing initiatives. Fran's extensive experience, particularly
his expertise in the action sports and youth lifestyle markets, will
be a tremendous benefit to Orange. With his leadership, and the team
we have in place, we expect to continue to build on our already
"I am very excited to join this dynamic team," said Mr. Richards.
"The Spy brand has a solid reputation for innovation and design, and I
look forward to applying my industry knowledge and experience to
further broaden the brand awareness and success."
Spy Optic, Inc. designs, develops, and markets premium products
for the action sports and youth lifestyle markets. Spy's principal
products, sunglasses and goggles, target the action sports market,
including surfing, skateboarding, snowboarding, and motocross, and the
youth lifestyle market within fashion, music, and entertainment. Spy's
innovative proprietary products utilize high-quality materials,
handcrafted manufacturing processes, and engineered optical lens
technology to convey premium quality, contemporary style, and
progressive design. Spy Optic is a wholly owned subsidiary of Orange
21 Inc. (NASDAQ:ORNG).
CONTACT: Orange 21 Inc.
Barry Buchholtz, 760-804-8420
Integrated Corporate Relations
Andrew Greenebaum / firstname.lastname@example.org
Allyson Pooley / email@example.com
SOURCE: Orange 21 Inc.