New Chief Executive at Orange 21

Orange 21, a developer and marketer of products targeted at the action sports
and youth markets, announced top management changes Oct. 16.

Effective immediately, Chief Executive Officer Barry Buchholtz will leave his
current position to take over as the president of Orange 21’s European
operations. From the company’s Italy offices, Buchholtz will oversee the
company’s manufacturing division and European sales operations.

Mark Simo, Orange’s current chairman and CEO of Carlsbad-based No Fear Inc.,
will fill the chief executive spot for Orange, overseeing company strategy and
driving growth for the company’s core Spy Optic sunglasses business. Simo will
step down as CEO of No Fear.

John Pound, manager of the Boston-based Integrity Brands Fund — a 9.3 percent
owner of Orange 21 — will serve on Orange’s board as co-chairman with Simo.

Carlsbad-based Orange 21 is traded on the Nasdaq as ORNG and closed Oct. 13 at
$4.63, down 26 cents from the Oct. 12 close.

— Andy Killion
— Surfeyes.com

Find Genuine Spy at Surfeyes.com

Spy Optic Continues
Crackdown on Counterfeit Sunglass Sales in Recent Sweep

CARLSBAD, Calif.--(BUSINESS WIRE)--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 28^th.

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.

Surfeyes.com Join Forces with Spy Optics!

(Surfeyes.com is now a fully factory authurized dealer for the Spy Optics Sunglass Brand. In the coming month we will be adding Sunglasses, Snow googles and Perscription eyewear from the Orange 21 Spy Brand.)

SPY Optic, Inc. (SPY) is based in north county San Diego, just minutes from
perfect surf, legendary skate parks, and a short drive to the mountains. Taking
advantage of our location, SPY employees regularly surf, skate, wakeboard,
motocross, mountain bike, and snowboard. We are the ultimate free-spirited
company, mixing assorted eclectic organic and technological elements of design
with action sports and pop culture.

SPY invests heavily in research and development and regularly develops
technical product with action sports' best athletes: surfers Keith and Chris
Malloy, Keala Kennelly, snowboarders Mark Frank Montoya and Todd Richards,
skateboarders Rob Dyrdek and Danny Way, Motocross legends Kevin Windham and
Jeremy McGrath, BMX riders Jamie Bestwick and Cory Nastazio, Wakeboarders Parks
Bonifay and Danny Harf, and MTB athletes Sam Hill and Chris Kovarik.

SPY's strategic commitment to technology is unparalleled. Breakthrough
optical engineering advancements such as ARC™ Prismatic Polycarbonate lenses,
Trident™ Polarized lenses, and the patented Scoop™ frame design clearly set SPY
apart from the competition. Spy is protected by 37 design and technology patents
pending worldwide.

Unlike many other sunglass brands who shoot out their frames hundreds at a
time on conveyor belts in China, SPY's styles are designed in California,
genuinely hand-crafted in Italy, and undergo an elaborate manufacturing and
quality control process. Every color fade on a sunglass or goggle is
hand-painted by an Italian artisan. In addition, every Spy logo on an optical
product is hand-painted or hand set as well.

All SPY sunglass lenses, including the Clear Fade, protect your eyes 100%
from UVA, UVB, and UVC rays. SPY's optically corrected ARC technology lenses are
also hand-finished in Italy.

SPY is distributed in more than 4,500 retail outlets in North America, and in
38 countries worldwide.