CARLSBAD, Calif.— Orange 21 (OTCBB: ORNG) has announced a consulting agreement with optical industry veteran, Jim Pritts for the Spy Optic brand. Pritts will facilitate research and development of lens technologies, working closely with the brand on product design and development, sourcing, quality, technology communication, intellectual property and prior art, and marketing and training.

“Jim is a legend in the business and there isn’t much he doesn’t know, from optics and development to sourcing and production and even into the sales and marketing conversation, especially as that relates to what the marketplace embraces technology-wise and, therefore, the opportunities for Spy to further enhance the performance and appeal of its eyewear,” said Carol Montgomery, CEO of Orange 21.

With degrees in optics and marketing and more than 30 years’ experience in the optical industry, Pritts has guided the conception, design, development, introduction and communication of performance sunwear for many new and established brands. Since 1997, he has owned his own consultancy firm providing technical and marketing services, including product development, licensing, sourcing, and marketing direction for eyewear designers, manufacturers and brands including Intercast. Prior to that, he was vice president of research and development at Revo from 1990 to 1997. Additionally, he has previously worked with Sunglass Hut International, Sola International and Bausch + Lomb/Ray-Ban.

“I’ve watched Spy from its inception and was always intrigued by the quality of the products and the appeal of the brand,” added Pritts. “This is an exciting opportunity to dive-in and work with a bright and creative team to get to even higher levels of innovation and utility. We’re planning to do things that are designed to leverage Spy’s newly-invigorated brand directive and pave the way for increased growth and appeal of the product offerings.”