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Orange 21 Appoints Jerry Kohlscheen as New Chief Operating Officer

CARLSBAD, Calif.--(BUSINESS WIRE)--Feb. 2, 2006--Orange 21 Inc. (NASDAQ:ORNG), a leading developer of brands that produce premium products for the action sport and youth lifestyle markets, announced today the appointment of Jerry Kohlscheen to the newly created position of Chief Operating Officer effective March 1, 2006. Mr. Kohlscheen will oversee all operations and customer service functions.

Mr. Kohlscheen comes to Orange 21 Inc. with over 20 years of operations experience. Previously, Mr. Kohlscheen was Operations Manager for the Midwest region of Pendleton Woolen Mills, Inc., a leading wool manufacturing company. In this capacity he was responsible for all aspects of manufacturing operations and oversaw an executive development team responsible for over $100 million in product sales. Additionally, he established and coordinated the implementation of a new product enhancement department and oversaw the human resource process including labor negotiations, government compliance, and result-oriented employee development programs. Mr. Kohlscheen holds a B.S. in Manufacturing Engineering Technology from the University of Nebraska, and an MBA in Business Administration and Management Information Systems from Creighton University.

"Jerry brings a wealth of management, operational and manufacturing experience and we are excited to welcome him to the Orange 21 team," said Chief Executive Officer Barry Buchholtz. "Jerry's background and expertise will make a strong contribution to our team and to the continued successful development of a global logistics infrastructure, improvement in overall operational efficiencies and acceleration of our global expansion. Specifically his proven track record of meeting production targets and executing on new product developments will benefit Orange in continuing to produce some of the highest quality products in the industry."

"I am delighted to join Orange 21 at this exciting time and look forward to contributing to the Company's growth," said Mr. Kohlscheen. "Orange 21 has a terrific product offering under its Spy Optic(TM) brand and I am excited to work with the team to further the Company's success."

About Orange 21 Inc.

Orange 21 develops brands that produce premium products for the action sport and youth lifestyle markets. Orange 21's brands include Spy Optic(TM), which manufactures sunglasses and goggles targeted towards the action sports and youth lifestyle market.

CONTACT: Orange 21 Inc.
Michael Brower, 760-804-8420
Investor Relations:
Integrated Corporate Relations
Andrew Greenebaum or Allyson Pooley, 310-395-2215

SOURCE: Orange 21 Inc.