Canada- Joshua Andrews looks like the epitome of wholesome. He’s clean-cut and bright-eyed and his tattered jeans and distressed shirt make him blend in with the rest of the thirtysomething downtown crowd sans ubiquitous exposed tattoos and piercings.

So what’s a nice Jewish boy like him doing running a website with girls in erotic poses, stories about Jewish punk rock and asks questions like, “How many times have you had sex with a shiksa [an epithet for a non-Jewish woman]?”

The 32-year-old Annex resident’s answer is simple: He’s trying to be a positive force for Jews around the world.

“And we’re doing that by installing as much Jewish pride as possible into Jews. Our readers will know they have a place as Jews in this world, no matter what they’re in to. And we’re having fun doing that.”

Jewish Mayhem (http://www.jewishmayhem.com) launched in April, with stories on such topics as The Yiddish That Rocks (on hip Yiddishisms), Israel’s Hip-Hop All Stars and articles on politics that slant to the right of the political spectrum. (“Think of it as Ali G reporting on Jews,” Mr. Andrews says.)

“Now we’re covering stories like a surfing Orthodox rabbi named Nachum Shifren who can seriously tear up waves. But he’s also a gun-toting, West Bank-defending rabbi who’s an authority on California counterculture.”

This issue, the second, has a half-naked woman wrapped in an Israeli flag with a magazine of bullets strapped over her chest. To view content, readers must register a username and password.

“We’re not Heeb Magazine — the New York City publication about Jews backed by Steven Spielberg. That’s because we’re doing what they can’t — we show the more adult-oriented, not-suited-for-children stories,” Mr. Andrews says. “But I’m not trying to be an Al Goldstein [creator of Screw magazine]. We’re not aiming to be a porno mag.”

He also boasts articles on the surprising Hebrew connection to tattooing and why being Jewish is punk rock. The magazine also promotes events from film screenings to live music around North America. The site posts anti-Jewish cartoons, has a section titled Israeli Army Hotties, and also features digitally manipulated pictures of Yasser Arafat. The photos are part of the site’s mission to provide tongue-in-cheek critical analysis of any facet of the world of Jewish politics.

Mr. Andrews’s interest in preserving Jewish culture — albeit in an unorthodox way — says he derives from his experiences living in Israel and growing up around St. Clair Avenue and Dufferin Street, and King Street and Spadina Avenue.

“Living as a Jew downtown rather than the cushy suburbs made me a little tougher. . . . I was constantly reminded that I was a Jew. Sometimes I’d even wear a kippa to provoke the high-school bullies.

“With my experiences of hatred, ignorance and discrimination, I realized I belonged to a people, and that the religion was worth investigating. These thoughts really led me on the path to Israel.”

When Mr. Andrews visited there at 17 in the early 1990s for a few months, he quickly fell in love with the country. He returned 3½years later, becoming an Israeli citizen and volunteering for the Israel Defense Forces, but was injured in the last days of his training.

“I learned how to draw tattoos and was contracted by promoters to design murals for rave parties,” he says of his six years in Israel. When his father was diagnosed with terminal cancer in 2001, he returned to Toronto, where he continued to work for the owners of Israeli tattoo parlours, creating tattooing guidebooks and developing clients in Toronto for Web-design services.

That’s when Mr. Andrews realized there were no Canadian public outlets for Jewish people involved in underground art movements or other fringe scenes. So along with three friends he created an on-line forum to promote them and Jewish events in 2004.

Mr. Andrews says that a month after they launched the on-line forum the site was under attack from people targeting Jewish websites. A year later, with full control of the site, he redesigned it to look like a print publication, rather than a traditional website.

Upcoming issues will focus on the Jewish connection within the marijuana and hashish-trade circuits as well as Jews in the sex-trade industry. He’ll also soon feature Kinky Friedman, a Jewish country-western singer and author running for governor of Texas next year.

Mr. Andrews says the cost makes it prohibitive to take the magazine into the print world for now. He’s happy spreading the buzz by word of mouth, peeking into Jewish chat rooms such as jdate.com, schmoozing at parties and promoting his work through massive websites like myspace.com and hi5.com that serve as meeting sites for people to connect. He says the site received 219,130 hits in May, and he’s aiming for more than 250,000 this month.

“The main point is that in a black-slanted magazine you have to be black to be in. Same for a Latino magazine. All you have to be in with us is Jewish. You can be black, Spanish, whatever. You just have to be Jewish.”