Spy Optic, Inc., a wholly owned subsidiary of Orange 21 Inc. appointed Fran Richards as Vice President of Marketing. 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 successful brands.”

“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.”