Hugh Hefner, founder of Playboy is deadHugh Hefner, the founder of Playboy died on Wednesday of natural causes in his Beverly Hills home, The Playboy Mansion, surrounded by loved ones, according to a statement from Playboy Enterprises.

He was 91.

Hefner was born on April 9, 1926 in Chicago, Illinois, and went on to become a millionaire after founding the influential men’s magazine in 1953.

“My father lived an exceptional and impactful life as a media and cultural pioneer and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom. He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognizable and enduring in history. He will be greatly missed by many, including his wife Crystal, my sister Christie and my brothers David and Marston, and all of us at Playboy Enterprises,” his son Cooper Hefner said in a statement.

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