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Orange 21 Appoints Fran Richards as Vice President of Marketing

CARLSBAD, Calif.--(BUSINESS WIRE)--April 17, 2006--Spy Optic, Inc., a wholly owned subsidiary of Orange 21 Inc. (NASDAQ:ORNG), recently announced the appointment of Fran Richards as Vice President of Marketing.

Mr. Richards joins the Company with over 20 years of action sports and youth culture marketing experience. Prior to joining Orange 21, Mr. Richards was Group Publisher of Future USA's action sports media group, a division of Future PLC, a publisher of video game and music enthusiast magazines. Previously, he was President of Modern World LLC, a youth marketing firm whose clients included Universal Music Group's Island Records, Warner Strategic Marketing, ski resort operator Intrawest, and NBC's Gravity Games. Additionally, he spent close to 15 years in various marketing, sales and general management roles at Transworld Media, a large action sports media company.

Barry Buchholtz, Chief Executive Officer of Orange 21 commented, "We are extremely pleased that Fran has joined our team to spearhead our marketing initiatives. Fran's extensive experience, particularly his expertise in the action sports and youth lifestyle markets, will be a tremendous benefit to Orange. With his leadership, and the team we have in place, we expect to continue to build on our already successful brands."

"I am very excited to join this dynamic team," said Mr. Richards. "The Spy brand has a solid reputation for innovation and design, and I look forward to applying my industry knowledge and experience to further broaden the brand awareness and success."

About Spy

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

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

SOURCE: Orange 21 Inc.