Orange 21 Appoints General Counsel

    Business Editors/Consumer Products Writers

    CARLSBAD, Calif.--(BUSINESS WIRE)--Feb. 7, 2005--Orange 21 Inc. (Nasdaq: ORNG) today announced that Tracy Meier has joined the company as Vice President and General Counsel. Ms. Meier most recently served as the chief legal counsel at Biolase Technology, Inc.
    "Tracy joins Orange 21 with nearly 20 years of legal experience at a number of high growth public companies," said Barry Buchholtz, Chief Executive Officer. "As a newly public company, we will benefit from her expertise in corporate governance, SEC compliance and operations. Furthermore, as we look to grow the company by expanding our marketing and distribution efforts throughout the United States and internationally and developing and acquiring new products and brands, Tracy's background in corporate law, including product distribution and manufacturing collaborations, will help us to achieve our goals."
    "I am delighted to join Orange 21 at this exciting time and look forward to contributing to the company's continued success," said Ms. Meier.
    At Biolase Technology, Inc., Ms. Meier concentrated on compliance and reporting, as well as drafting and reviewing corporate agreements for manufacturing and research and development collaborations, intellectual property licenses, real estate leases, product distribution and employment contracts. Previously, Ms. Meier served as Vice President and General Counsel for Senomyx, Inc. and corporate counsel at IDEC Pharmaceuticals Corporation, now Biogen Idec, Inc., and handled litigation for American International Group, Inc., Mentor Corporation and Holidays Inns, Inc. Ms. Meier holds a B.A. from St. Leo University and a Law Degree from California Western School of Law.

    About Orange 21

    Orange 21 designs, develops and markets premium products for the action sports and youth lifestyle markets. Orange 21's principal products, sunglasses and goggles, are marketed under its brand, Spy Optic Inc. ("Spy"), a wholly-owned subsidiary. Spy's innovative proprietary products utilize high-quality materials, handcrafted manufacturing processes and engineered optical lens technology to convey performance, style, quality, and value.

    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, including, without limitation, statements relating to the company's conversion to a dealer direct business model in France and Italy, 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.

--30--AWG/na*

CONTACT: Orange 21 Inc. Michael Brower, 760-804-8420 mbrower@spyoptic.com or Integrated Corporate Relations, Inc. Andrew Greenebaum, 310-395-2215 agreenebaum@icr-online.com or Christine Lumpkins, 310-395-2215 clumpkins@icr-online.com

KEYWORD: CALIFORNIA INDUSTRY KEYWORD: LEGAL/LAW CONSUMER/HOUSEHOLD MANUFACTURING APPAREL/TEXTILES RETAIL MANAGEMENT CHANGES SOURCE: Orange 21, Inc.

Copyright Business Wire 2005