CARLSBAD, Calif.—Orange 21 Inc. (OTC:ORNG.PK), makers of Spy Optic and O'Neill eyewear, has announced the creation of a new Music division.
 
“No other subculture has the amazing power to communicate and permeate so many different types of hearts and minds as music,” said Stone Douglass, CEO of Orange 21. “Investing in the Music division completes a circle in our portfolio of lifestyle brands and we expect it to be a great fit.”
 
Orange 21 has appointed Fran Richards, the company’s current vice president of marketing, to the new position of vice president of business development and head of the new division thanks to his years of both action sports and music industry experience.

“Our first eyewear brand in the Music division is a joint partnership with multi-platinum recording artist, Mary J Blige and Jimmy Iovine, chairman of Interscope Geffen A&M Records,” added Richards. “Her new collection, Melodies by MJB, is a luxurious range of high-end acetate and metal frames inspired by Mary’s own passion for sunglasses”

The Melodies by MJB collection with launch in exclusive retail locations for the Holiday season 2010.
 
In other Orange 21 news, brand manager, Matt Harkins has taken on an expanded role as vice president of brand management and will be overseeing the marketing efforts of the company as well.