On Tuesday, Playboy founder Hugh Hefner launched a new website stripped of the brand’s trademark nude Playmates in a bid to make the House That Hef Built a bit more “safe for work” — eliminating the need for men to throw themselves over their computer screen when the boss walks by!
Named after one of Hefner’s favorite articles of clothing (We presume SilkPajamas.com was already taken…), TheSmokingJacket.com will contain none of the nudity that makes Playboy.com not suitable for work. Instead, it’ll rely on humor to reach the website’s target audience — guys 25 to 34 years old — during the hours when they are most likely to be in front of a computer screen: work hours. The site features video clips and articles in several categories — Girls, Entertainment, Sex, Videos, and Lifestyle — and is designed to appeal to a younger audience.
“The smoking jacket isn’t just something I like to wear around the mansion,” Hefner, who founded the world’s leading men’s mag in 1953, said in a brief video introducing the site. “It’s Playboy’s new safe-for-work website. Next to the mansion it’s the best hangout on the planet.”
For those guys whose heart still pounds for the sight of busty blondes with exposed knockers, Playboy.com is still alive and kicking, attracting an average of six million unique visitors a month.
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