Spy Launches New Handcrafted Eyewear Collection

    Business Editors/Fashion Writers

    CARLSBAD, Calif.--(BUSINESS WIRE)--March 23, 2005--Spy Optic, Inc. and Orange 21 Inc. announce the launch of the Spy Handcrafted Collection. Produced in limited quantities, the collection is a fusion of classic sunglass craftsmanship combined with a forward-thinking design aesthetic. Each hand-built frame blends stylistic details, pure architectural lines, and premium materials for timeless appeal. Hand cut and polished acetate (zyl) and precision-engineered Italian lenses accentuate the unique character of each frame.
    Spy's Handcrafted Collection will launch with three distinct styles, each with at least three color choices. The styles include the Stratos(TM), which is a lavish aviator made to relive the decadence of Studio 54; the Factor(TM), a classic '60s design infused with contemporary details; and the Rollins(TM), a rectangular silhouette with straight temples, which emanates a street-smart persona. Retail prices for this collection will range from $150-$225.
    "This collection is an interpretation of late 1960s and '70s vintage design," Commented Design Director Jerome Mage. "I combined metal accents with rich, layered colors of zyl to convey a more modern look and to emphasize individuality."
    The Handcrafted Collection will first be released in April to premium apparel and optical boutiques in key US and Canadian markets including: Los Angeles, New York, Miami, Chicago, Dallas, Montreal, and Vancouver. The brand will release limited quantities of each piece and introduce new styles on a frequent basis in order to ensure creative freedom by the designers as well as to maintain enthusiasm and interest in the collection. More styles will be added later this year to this ever-evolving, creative portfolio of eyewear.

    About Spy

    Spy Optic 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 performance, style, quality, and value. Spy is a wholly owned subsidiary of Orange 21, Inc. (NASDAQ: ORNG)

    About Orange 21, Inc.

    Orange 21 develops brands that produce premium optical products. Orange 21's brands include Spy Optic, which manufactures sunglasses and goggles targeted towards the action sports and youth lifestyle market, and E Eyewear, which manufactures the signature Dale Earnhardt Jr. sunglass line.

    Safe Harbor Statement

    Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995: Certain statements contained in this press release are not historical facts and may be considered forward-looking statements, which are based upon a number of assumptions concerning future conditions that ultimately may prove to be inaccurate. Such forward-looking statements are subject to risks and uncertainties and may be affected by various factors that may cause actual results to differ materially from those in the forward-looking statements. Further information on potential risk factors that could affect Orange 21's business and its financial results are detailed in its filings with the Securities and Exchange Commission, including its Registration Statement on Form S-1 declared effective on December 13, 2004. Undue reliance should not be placed on forward-looking statements, which speak only as of the date that they are made.

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CONTACT: Orange 21 Inc. Michael Brower, 760-804-8420 mbrower@spyoptic.com or Integrated Corporate Relations Andrew Greenebaum, 310-395-2215 (Investor Relations) agreenebaum@icrinc.com

KEYWORD: ILLINOIS FLORIDA CALIFORNIA TEXAS NEW YORK INTERNATIONAL CANADA INDUSTRY KEYWORD: CONSUMER/HOUSEHOLD APPAREL/TEXTILES RETAIL ENTERTAINMENT PRODUCT SOURCE: Orange 21 Inc.

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