"A lot of our audience logs on (to Playboy.com) after work and we saw that we were missing a golden opportunity to reach guys when they're online the most: when they're sitting at their desk, not working, sending emails to their friends," the Telegraph quoted Jimmy Jellinek, of Playboy as saying.
The site has been named after one of Playboy founder Hugh Hefner's favourite pieces of clothing. Jellinek described it as "basically a jukebox of cool." The site will dip into the Playboy archives with photographs like those from the 1983 Playmate Playoffs, in which bathing suit-clad women competed in games such as a tug-of-war.
It will also feature clips from talked-about television shows and links to other popular websites and videos. "It's all about social currency," said Jellinek. "You want to be the first guy of your friends to send the funny joke, the crazy video ... You can be the coolest guy among your friends if you're the first person to circulate this information among them," he added.