CARLSBAD, CA — July 1, 2010 —Orange 21 Inc. (OTC:ORNG.PK) has officially announced the creation of its new Music Division. Believing in the amazing power of connection through music, Orange21 has decided to put its money where its mind is.

“No other subculture has the amazing power to communicate and permeate so many different types of hearts and minds as music,” says Stone Douglass, CEO. “Investing in the Music Division completes a circle in our portfolio of lifestyle brands and we expect it to be a great fit.”

Orange21 has appointed Fran Richards, current VP of Marketing for Orange 21, to the new position of Vice President of Business Development and head of the new Music Division. With years of both action sports industry and music industry experience, Richards has proven his value as a key player within the Orange21 organization. The creation of this new division will allow Orange 21 further space to grow as a global player in lifestyle eyewear.

“Our first eyewear brand in the Music Division is a joint partnership with Multi-platinum recording artist, Mary J Blige and Jimmy Iovine, Chairman of Interscope Geffen A&M Records. Her new collection, Melodies by MJB, is a luxurious range of high-end acetate and metal frames inspired by Mary’s own passion for sunglasses,” says Richards. Launching in exclusive retail Holiday 2010, the Melodies by MJB collection has already been hard at work in the media. The buzz is out; stay tuned to for all the details.

In other Orange 21 news, Brand Manager, Matt Harkins has taken on an expanded role and will be overseeing the marketing efforts of the Company as well.  Harkins’ new role as VP-Brand Management will assure for a smooth transition and continue the Orange 21 strategy of good times and good product.

About Orange 21 Inc.
Orange 21 is a premium producer of eyewear. Based in Carlsbad, California, the Orange 21 brands – SPY Optic and O’NEILL Eyewear – have become market leaders in both style and quality. The recent addition of the Margaritaville Eyewear and Melodies by MJB to its growing stable of brands is another great story from the people who invite everyone to “Live Thru Our Lens.”

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, our future prospects, new opportunities, the success of our brands, the success of our new Music Division and the commitment of resources to that division, as well as the success of our employees to their newly appointed positions 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 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.

Orange 21 Inc.