Hugh Hefner, the founder of Playboy magazine has passed away at the age of 91.
Playboy's official Twitter page released a black and white image of Hef, penning, "American Icon and Playboy Founder, Hugh M. Hefner passed away today. He was 91."
The photo had his iconic quote, "Life is too short to be living someone else's dream."
Releasing the following statement, the company shared, "Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognisable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones."
His son 26-year-old son Copper Hefner has spoken out about the passing.
"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 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, including his wife Crystal, my sister Christie and my brothers David and Marston, and all of us at Playboy Enterprises."
Hugh Marston Hefner was born on April 9, 1926, in Chicago to Grace Caroline and Glenn Lucius Hefner, became an international icon following the launch of his magazine, Playboy.
The first issue famously had Hollywood siren Marilyn Monroe on the December 1953 cover.
Years later, during a 1967 interview, the businessman spoke of his company's iconic logo.
"The rabbit, the bunny, in America has a sexual meaning; and I chose it because it’s a fresh animal, shy, vivacious, jumping — sexy."
Hugh, like his brand, has had many colourful relationships.
He was first married to Mildred Williams in 1949, and the pair were parents to daughter Christie and son David.
After admitting to many infidelities, Hugh and Mildred divorced in 1959.
In 1989, he married Playmate of the Year Kimberley Conrad.
He and his second wife parented two kids, Marston Glenn and Cooper Bradford.
The marriage lasted close to a decade, before they went their separate ways in 2010.
In 2012, he married his third wife, Crystal Harris, 31.
Hugh is survived by his wife and his four kids.
What will happen to the playboy mansion
Hugh's legacy is astounding. One thing he'll always be remembered for is his legendary Playboy mansion.
The father-of-four bought the LA property in 1971.
In June, 2017, Hugh sold it to his neighbour Daren Metropoulos for $USD100 million - under the condition he was to live there until his death.
When his son Cooper took over as chief creative officer of Playboy Enterprises, fans began to speculate his ailing health was an issue.
At the time Cooper told The Hollywood Reporter, "It’s tough to watch him struggle. But I’m just happy it’s physical and not mental."