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Spy to Launch Exotic Leather Eyewear Collection

(CARLSBAD, CA) October 14, 2005— Luxurious, rich, and exotic. Spy Optic, Inc. announces the launch of the Spy Leather Collection. Releasing in time for holiday, the collection showcases the brand's sunglasses as luxury accessories suitable for every season.

Each leather sunglass is created by Italian craftsman who have decades of experience in luxury goods. Creative Director Jérôme Mage comments, “The three frames chosen for this collection are the embodiment of different lifestyles. The Mode is streamlined and timeless, the angular MC is the most popular, and the Dynasty is our most feminine fashion equipped piece.” Mage continues, “The leathers were chosen to complement each frame's unique personality. The magnificent brown python skin is on the Mode while the sleek black lizard is on the MC. The tan ostrich leather is the most vanguard and finds her spots on the Dynasty.

Spy's Leather Collection eyewear comes well-appointed in a custom aluminum case anodized in rich brown and lined with a cream felt interior. MSRP for each piece is USD $300. The collection will begin shipping November 22, 2005.

About Spy

Spy Optic 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 is a wholly owned subsidiary of Orange 21, Inc. (NASDAQ:ORNG).

Safe Harbor Statement

Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995: Certain statements contained in this press release are not historical facts and may be considered forward-looking statements, which are based upon a number of assumptions concerning future conditions that ultimately may prove to be inaccurate. Such forward-looking statements are subject to risks and uncertainties and may be affected by various factors that may cause actual results to differ materially from those in the forward-looking statements, including: the ability to identify and maintain qualified manufacturing partners; the ability of the company to integrate licensing arrangements without adversely affecting operations; the ability to continue to develop and produce innovative new products and introduce them in a timely manner; the ability to coordinate product development and production processes with those partners; the ability of those manufacturing partners and the company's internal production operations to increase production volumes on raw materials and finished goods in a timely fashion in response to increasing demand and enable the company to achieve timely delivery of finished goods to its retail customers. Further information on potential risk factors that could affect Orange 21's business and its financial results are detailed in its filings with the Securities and Exchange Commission, including its Registration Statement on Form S-1 declared effective on December 13, 2004. Undue reliance should not be placed on forward-looking statements, which speak only as of the date that they are made.

Media Contact:
Jessica Trent Nichols
760.804.8420 x 1158