Spy Unveils Unbreakable Photochromic Lens Technology

    Business Editors/Fashion Writers

    CARLSBAD, Calif.--(BUSINESS WIRE)--April 28, 2005--Spy Optic, Inc. announced today the introduction of a new lens technology, Delta Photochromic(TM) lenses in NXT(R). These lenses incorporate superior proprietary technologies to provide consumers with high performing sunglass lenses. This lens technology is patented and manufactured by Intercast Europe S.p.A. and known as NXT(R). This new technology will be available in four styles of sunglasses: the Curtis (bronze fade), the Meteor (black fade), the Espada (black fade), and the Scoop HS (taupe).
    Spy's new Delta Photochromic(TM) lenses are engineered to adjust to nearly every light condition. The active molecules are cast into the lens material for quick activation times, extended life and high durability. Spy's Delta Photochromic(TM) lenses have one of the widest transition ranges of any photochromic lens on the market and are made from NXT(R), a revolutionary innovation in unbreakable optical polymer technology. Lenses in NXT(R) last longer than typical sunglass lenses and resist impact, scratching, chemicals and atmospheric agents. The superior optical quality, clarity, lightness and impact resistance provide clear, comfortable vision and the highest level of protection.
    For more information about Spy's product offerings, please contact: Jessica Trent Nichols, 760-804-8420 x 1158 or jessica@spyoptic.com.

    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 premium quality, contemporary style, and progressive design. Spy is a wholly owned subsidiary of Orange 21, Inc. (NASDAQ:ORNG).

    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, including: the ability to identify and maintain qualified manufacturing partners; the ability of the company to integrate licensing arrangements without adversely affecting operations; the ability to continue to develop and produce innovative new products and introduce them in a timely manner; the ability to coordinate product development and production processes with those partners; the ability of those manufacturing partners and the company's internal production operations to increase production volumes on raw materials and finished goods in a timely fashion in response to increasing demand and enable the company to achieve timely delivery of finished goods to its retail customers. 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 and its annual report filed on Form 10K . Undue reliance should not be placed on forward-looking statements, which speak only as of the date that they are made.

--30--EH/la*

CONTACT: Orange 21, Inc. Michael Brower, 760-804-8420 or Integrated Corporate Relations Andrew Greenebaum or Allyson Pooley, 310-395-2215

KEYWORD: CALIFORNIA INDUSTRY KEYWORD: SPORTS CONSUMER/HOUSEHOLD ENTERTAINMENT APPAREL/TEXTILES RETAIL PRODUCT SOURCE: Spy Optic, Inc.

Copyright Business Wire 2005