By Sewe Ishola,

The founder of Playboy, Hugh Hefner has died.

According to his son, Cooper Hefner who announced his death, he died of natural causes at the age of 91.

Cooper in his statement said:

“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.”

Hugh Hefner launched Playboy magazine in 1953, which became an iconic global brand.