Spy Optic Continues Crackdown on Counterfeit Sunglass Sales in Recent Sweep

CARLSBAD, Calif.--(BUSINESS WIRE)--Oct. 6, 2006--Orange 21 Inc. (NASDAQ:ORNG) today announced the raid of two warehouses and two retail stores in downtown Los Angeles and the seizing of 20,000 units of counterfeit Spy sunglasses. The total estimated value of the confiscated product is over $1.7 million.

Spy worked with undercover agent "Sam" the past six months investigating the illegal operation. The raid took place on Thursday, September 28th.

The company's growing market share in the action sports and youth market has made the brand a prime target for counterfeits.

"We are going after any and all counterfeit Spy products. We are cutting off the suppliers as well as the retail stores who sell counterfeit Spy," says John Gothard, VP of Sales.

Spy will continue to work with authorities to shut down any remaining suppliers and retailers of illegal Spy branded products and aggressively pursue violators to the fullest extent of the law.

About Spy Optic.

Spy Optic, the primary brand of Orange 21, designs, develops and markets premium sunglasses and goggles targeted at the action sports and youth lifestyle market. Spy products can be found at 4,000 specialty retailers worldwide. www.spyoptic.com

For more information contact 800.SPY.EYES or info@spyoptic.com.

CONTACT: Orange 21 Inc.
Jerry Callazo, 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.