Spy Optic, Inc. Signs Two Australian Distribution Agreements

CARLSBAD, Calif.--(BUSINESS WIRE)--Aug. 11, 2006--Spy Optic, Inc., a wholly owned subsidiary of Orange 21 Inc. (NASDAQ:ORNG), a leading developer of brands that produce premium products for the action sport and youth lifestyle markets, announced today that it has signed two separate distributions agreements in Australia with Quattro Sports, a leading distributor of U.S. youth and board sports brands, and GAS Imports Australia Pty Ltd, a leading distributor for the motocross and motorcycle markets, to specifically target the Action Sports and Motorsports distribution channels. The new distributors will replace Marmalade, Spy's previous distributor. Spy and Marmalade have worked together over the past few months to find the best solution for Spy products in Australia, and both parties have agreed that it would be best to split the distribution into specialist segments.

"We are very excited about our recent distribution agreements as both play a significant role in broadening the awareness of the Spy Optic brand in this important market," said Barry Buchholtz, Chief Executive Officer of Orange 21. "Quattro Sports and GAS Imports both have long and successful track records in their respective specialties, and we welcome them to the Spy Optic distribution family."

Quattro Sports will distribute Orange 21's Spy Optic products to Australia's action sports market. Quattro Sports is entrenched in the youth and board sports culture, and has successfully serviced the Australian surf, skate, BMX, and snow market for the past 12 years. Spy will be added to Quattro's current portfolio of four leading U.S. footwear brands: Etnies, eS, Emerica and Thirty Two.

"We feel Spy has just scratched the surface of the Aussie market," said Kevin Wadham, Quattro Sports Managing Director. "Spy Optic is a high quality product, yet remains true to its roots in the action sports industry. Spy is a remarkable addition to our existing portfolio of strong U.S. brands, and we are confident that this will be a very successful collaboration." Mr. Wadham has over 25 years experience importing and distributing board sports products.

GAS Imports Australia will focus on distribution of the Spy products to the motorsports market in Australia. GAS has been serving the motocross and motorcycle markets for 15 years, serving as the exclusive Australian Distributor for Thor MX motocross products and Michelin motorcycle tires. Owners Sean Gallagher and Doug Sharp have both been involved in the motorcycle industry on the racing and business sides for the last 30 years.

"We believe that this distribution agreement is an important step in achieving future success within the motor sports industry for the Spy Optic brand," said Doug Sharp, owner of GAS Imports Australia. "We look forward to building on Spy Optics' current success as we help to further grow the brand within the Australian marketplace."

About Orange 21 Inc.

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

CONTACT: Orange 21, Inc.
Barry Buchholtz, 760-804-8420
or
Integrated Corporate Relations (Investor Relations)
310-954-1100
Andrew Greenebaum, agreenebaum@icrinc.com
Allyson Pooley, apooley@icrinc.com

SOURCE: Orange 21 Inc.