He died of natural causes.  Playboy founder and legendary ladies’ man Hugh Hefner has died at the age of 91, according to Playboy Enterprises.

The magazine said he was surrounded by loved ones and “peacefully passed away today from natural causes at his home.” 

“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,” Hefner’s son 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.”