Playboy founder Hugh Hefner has died aged 91.
The American magazine publishing Titan died at the Playboy Mansion in Los Angeles.
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Playboy Enterprises said Hefner had built the company into one of the most global brands in history.
He passed away of natural causes, the company said.
Had incredible honor of meeting #HughHefner and visiting Playboy Mansion many times- what an incredible activist and revolutionary he was.— James Duke Mason (@JamesDukeMason) September 28, 2017
Mr Hefner is survived by his 31-year-old wife Crystal Harris, four grown children, Christie, who served as CEO of Playboy Enterprise for more than 20 years, David, Marston and Cooper, who currently serves as Chief Creative Officer at the company.
"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," Cooper Hefner said in a statement.
"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..."
Hugh Hefner's gotta be one of the few people who would get to heaven, and think "meh". #RIP— Frances Cook (@FrancesCook) September 28, 2017