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Orange 21 Appoints New Vice President of Operations

CARLSBAD, Calif.--(BUSINESS WIRE)--March 23, 2005--Orange 21 Inc. (NASDAQ:ORNG), an innovative leader in the design, development and manufacture of premium sunglasses for the action sports and youth lifestyle market, announced today its appointment of Richard C. Marshall, Jr. as Vice President of Operations. Mr. Marshall comes to Orange 21 with over 19 years of experience in operations with companies such as Johnson & Johnson, Pepsi, and Rubbermaid. Most recently, Mr. Marshall served as Director of Operations for Newell Window Fashions UK, a division of Newell Rubbermaid. Mr. Marshall holds a B.A. in International Marketing and German from Northwest Missouri State University and an M.B.A. in International Business from the University of Arkansas.

"We are pleased to welcome Richard to the team. His proven track record of meeting production targets and his extensive background and expertise in overall supply chain management will be an important contribution to the successful development of a global logistics infrastructure, improvement of overall operational efficiencies, and acceleration of our global expansion," said Barry Buchholtz, Chief Executive Officer.

Gary Kopren, the current Vice President of Operations, a five year Orange 21 veteran, has been appointed to the new position of Director of Manufacturing. As Director of Manufacturing, Mr. Kopren will focus on achieving Orange 21's goal of producing premium quality eyewear while reducing production lead times, improving manufacturing efficiencies, and accelerating growth.

"Gary has over 20 years of experience in operations in the action sports industry, 15 years of which are in manufacturing and operational management. Gary was a key leader behind the successful launch of many Spy Optic products and his team has done an excellent job with production management and manufacturing some of the highest quality products in the industry," said Barry Buchholtz, Chief Executive Officer.

About Orange 21 Inc.

Orange 21 develops brands that produce premium optical products. Orange 21's brands include Spy Optic, which manufactures sunglasses and goggles targeted towards the action sports and youth lifestyle market, and E Eyewear, which manufactures the signature Dale Earnhardt, Jr. sunglass line.

Forward-looking statements are based on current expectations and assumptions, which management believes are reasonable but that are subject to risks and uncertainties. The forward-looking statements are made only as of the date of this press release and the Company undertakes no obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances including any change in the Company's beliefs or expectations.

CONTACT: Orange 21, Inc.
Michael Brower, 760-804-8420
or
Integrated Corporate Relations (Investor Relations)
Andrew Greenebaum or Allyson Pooley, 310-395-2215
agreenebaum@icrinc.com
apooley@icrinc.com

SOURCE: Orange 21, Inc.