February 25th, 2010 by pressrelease


Carlsbad, California based Orange21 has embarked on a mission that mixes passion, fashion and pride with innovative survival instincts and it’s beginning to pay off…

With a 15 year pedigree in action sports related eyewear with its SPY Optic brand, Orange21 has defined itself as a top-selling leader in both design and quality of product while establishing a position as an authentic participant in the culture of Action Sports.

Like the culture of athletes and competition that spawned the SPY brand, it’s never enough to just be on top. The need to grow and evolve is more than a bottom line for Orange21. The viral urge to push the limits is now taking shape on a massive scale, positioning Orange21 as global leader in lifestyle eyewear.

“Our strategy is very simple,” says Stone Douglass, CEO of Orange21, “We have a platform of authenticity in both eyewear production and brand image – Now we’re sharing! And everyone likes a friend who shares.”

Simply put, Orange21’s strategy for growth relies on its superior, market leading design and manufacturing ability balanced with an evenly calculated approach to markets. “We are choosing partners with supplementary market share and consumer values,” says Brand Manager, Matthew Harkins. “Our goals for growth as a company mandate both sustainability when entering new markets and the sensitivity to further the partnerships we’ve already established. Orange21 is taking a very conscious approach to new brands, ensuring lateral expansion in eyewear markets to avoid oversaturation. The resonant message in all our expansion is Authenticity.”

Orange21’s authentic approach can be seen in its global success with the SPY brand. Recognized globally as a market leader, SPY stands to benefit from this new expansion in numerous ways. “Our multi-brand approach gives us new and deeper stories to take to retail,” says Erik Darby, VP of Sales. “Our strategy for growth allows us to mean more to our existing customers, and provides multiple platforms to sell into new types of retail. Whichever of our brands opens the door to new growth, the others have a chance to follow.”

This strategy of growth began to play out with the addition of the O’NEILL Eyewear license in September 2009. When the Company who has defined so many core traditions in surfing for the past 58+ years chooses a partner in eyewear, you can bet they wanted the best. Following that came the release of the Jimmy Buffett/Margaritaville Eyewear line announced just this week. Jimmy Buffett, world-renowned singer/songwriter/author and pilot continues to touch people’s lives across all cultures and generations. Look for more “Icons” to join the growing list of Orange21 brands shortly.

As a balancing act to the fragile retail economy, brands are looking for the right ways to grow without alienating their retailers or consumers.  By branching into markets and distribution channels that have little conflict, Orange21 has laid down a platform for growth that is symbiotic and pro-business. Best of all it’s a platform that has room to grow as the heavy door of this recent economy prepares to swing towards opportunity.

About Orange 21 Inc.

Orange 21 designs, develops, markets and produces premium products for the Action Sport, Motorsports, Snowsports and lifestyle markets. Orange 21’s primary brand, Spy Optic (TM), manufactures sunglasses and goggles targeted toward the action sports, motorsports, snowsports and youth lifestyle markets.

Safe Harbor Statement

This press release contains forward-looking statements. These statements relate to future events or future financial performance and are subject to risks and uncertainties. In some cases, you can identify forward-looking statements by terminology such as “may,” “will,” “should,” “expect,” “plan,” “anticipate,” “believe,” “feel,” “estimate,” “predict,” “potential” or “continue,” the negative of such terms or other comparable terminology. Comments in this press release regarding, among other things, future prospects, new opportunities, Orange21’s growth strategy, the implementation of its strategic plan, expectations for brand and Icon growth, the success of existing and potential partnerships and growth into new markets and distribution channels are forward-looking statements and are subject to inherent risks. These statements are only predictions. Actual events or results may differ materially. Factors that could cause actual results to differ from those contained in the forward-looking statements include, but are not limited to: the general conditions of the domestic and global economy, changes in consumer discretionary spending; changes in the value of the U.S. dollar, Canadian dollar and Euro; changes in commodity prices; our ability to identify, implement and manage successful partnerships and distribution relationships; our ability to source raw materials and finished products at favorable prices; risks related to the limited visibility of future orders; our ability to continue to develop, produce and introduce innovative new products in a timely manner; our ability to identify and execute successfully cost-control initiatives without adversely impacting sales; the performance of new products and continued acceptance of current products; our execution of strategic initiatives and alliances; uncertainties associated with intellectual property protection for our products; and other risks identified from time to time in our filings made with the U.S. Securities and Exchange Commission. Although, we believe that the expectations reflected in the forward-looking statements are reasonable, we cannot guarantee future results. Moreover, we assume no responsibility for the accuracy or completeness of such forward-looking statements and undertake no obligation to update any of these forward-looking statements.

www.orangetwentyone.com

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