Spy Optic Signs Distribution Agreement for the United Kingdom and Ireland

CARLSBAD, Calif.--(BUSINESS WIRE)--Aug. 15, 2006--Spy Optic, Inc., a wholly owned subsidiary of Orange 21 Inc. (NASDAQ:ORNG), today announced that it has signed a distribution agreement with Surf Sales, a leading distributor of surf, skate, and snow products.

Surf Sales will distribute Orange 21's Spy Optic products to the United Kingdom and Ireland's extreme sports, sporting goods and sunglass specialty markets. Surf Sales offers the highest performance products to specialist retailers and deals regularly with over 500 shops throughout the U.K.

"We are extremely honored to work with Surf Sales," said Barry Buchholtz, Chief Executive Officer of Orange 21. "Surf Sales is run by owner, Graeme Fuller, one of the U.K.'s pioneering extreme sportsmen, and is staffed by experts in the various surf, skate, and snow business within which it specializes. With a history dating back to the very beginning of these sports, the company's experience is unparalleled. We look forward to the wonderful opportunities that lie ahead."

"We believe Spy Optic's high quality products will fit right in with our distribution mix," said Graeme Fuller, Surf Sales owner. "Our industry expertise and qualified team will be an extraordinary fit for the Spy Optic brands and we are confident we will increase Spy's exposure in the U.K."

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.

Safe Harbor Statement

This press release contains forward-looking statements. These statements relate to future events or future financial performance. In some cases, you can identify forward-looking statements by terminology such as "may," "should," "expect," "plan," "anticipate," "believe," "estimate," "predict," "potential," or "continue," the negative of such terms or other comparable terminology. These statements are only predictions. Actual events or results may differ materially. Factors that could cause actual results to differ materially from those contained in the forward-looking statements include, but are not limited to: risks related to the Company's ability to manage growth; risks related to the limited visibility of future orders; the ability to identify and work with qualified manufacturing partners and consultants; the ability to expand distribution channels and retail operations in a timely manner; unanticipated changes in general market conditions or other factors, which may result in cancellation of advance orders or a reduction in the rate of reorders placed by retailers; the ability to continue to develop, product and introduce innovative new products in timely manner; the ability to source raw materials and finished products at favorable prices; the ability to identify and execute successfully cost control initiatives; uncertainties associated with the Company's ability to maintain a sufficient supply of products and to manufacture successfully products; the integration of the LEM acquisition the performance of new products and continued acceptance of current products; the execution of strategic initiatives and alliances; the impact of ongoing litigation; uncertainties associated with intellectual property protection for the Company's products; matters generally affected the domestic and global economy, such as changes in interest and currency rates; and other factors described under the caption "Risk Factors" in the Company's Form 10-Q for the quarter ended March 31, 2006 and other filings made with the U.S. Securities and Exchange Commission.

Although the Company believes that the expectations reflected in the forward-looking statements are reasonable, the Company cannot guarantee future results, levels of activity, performance or achievements. Moreover, neither the Company, nor any other person, assumes responsibility for the accuracy or completeness of such forward-looking statements. The Company undertakes no obligation to update any of the forward looking statements.

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<.p>

SOURCE: Orange 21 Inc.