Jordache, the $200 million New York-based jeans firm, has redesigned its Web site as a destination for customers looking for jeans and entertainment.

Designed by the company’s marketing and communication department, the in-house team created a site that graphically relays the message that it is intended for women. It uses curved shapes representing the female form and features Jordache’s fashion lines, quirky e-greeting cards, celebrities caught wearingJordache, a rap version of the famous jingle and an archive of Jordache TV spots.

The idea of the new online look was to appear higher end, although its products are available at mass-level price points.

“We developed this site to exude an aspirational appeal — to entice consumers to explore every area and ultimately to become a registered user for one-on-one marketing purposes,” said Michael Riego, senior vice president of marketing communications.

Charles Flores, multimedia design director at Jordache, led the design and programming of the site. He has previously worked on multimedia projects for The Warnaco Group, Nautica, Tommy Hilfiger, Reebok and Revlon.

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