The colourful founder of the Playboy magazine has died at the grand old age of 91...
The iconic public figure died of natural causes last night at his infamous Playboy Mansion in LA, surrounded by loved ones.
Hefner's son Cooper, who is CCO of the Playboy empire, has paid tribute to his father, describing him as a "cultural pioneer".
Hefner, who once invited Hot Press magazine into the Playboy Mansion for an exclusive interview, started his publication back in 1953 with $8,000 that he managed to put together, including a $1,000 gift from his own mother!
Hefner only decided to start-up his own publication after he quit his job at a magazine after being refused a $5 raise! Hefner was originally going to call the magazine Stag Party, but changed his mind and called it Playboy. The rest, as they say, is history.
Cooper said in a statement: "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."
Tributes have been flowing since the news of Hefner's death.
RIP to the legendary Hugh Hefner! I’m so honored to have been a part of the Playboy team! You will be greatly missed! Love you Hef! Xoxo— Kim Kardashian West (@KimKardashian) September 28, 2017
R.I.P. To da legend da icon Mr. Hugh Hefner! Nobody did it you like sir! Sleep in peace my brother! Love— Mack Maine (@mackmaine) September 28, 2017
Hugh Hefner (1926-2017).— Mohandas Menon (@mohanstatsman) September 28, 2017
The editor-in-chief and publisher of Playboy magazine#RIP
"At last he slept alone"
Hugh Hefner’s definition of obscenity:— bob saget (@bobsaget) September 28, 2017
“Racism, war, bigotry, but sex itself, no. What a sad cold world this would be if we weren’t sexual beings...I mean, that’s the heart of who we are.”
Hugh Hefner was a GIANT in publishing, journalism, free speech & civil rights. He was a true original, and he was my friend. Rest well Hef. pic.twitter.com/bJ1wxoK4gR— Larry King (@kingsthings) September 28, 2017