The iconic fonder of Playboy magazine, Hugh Hefner has passed away at the age of 91. He died at his home, the Playboy Mansion, of natural causes.

“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, Playboy Enterprises’ chief creative officer and Hugh’s son, said in the 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,” the younger Hefner said.

Hefner leaves behind his wife Crystal, his sons, Cooper, David and Marston, and his daughter, Christie, the statement said.