Playboy founder Hugh Hefner passes away at 91

The founder of playboy magazine Hugh Hefner passed away peacefully in sleep of natural causes on Wednesday. He was 91.

Born on April 9, 1926 in Chicago, Hugh Hefner founded the Playboy magazine in 1953. Hefner married thrice. In 2012, he settled down with Crystal Harris at the age of 83. Crystal was 60 years younger than him.

Hefner is survived by his wife Crystal and four children – Christie, David, Marston and Cooper.

 "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."

Time Magazine once called Hefner the ‘prophet of pop hedonism’. In an interview to CNN about a decade ago, Hefner, when asked about his flamboyant lifestyle, said: “I’m never going to grow up. Staying young is what it is all about for me. Holding on to the boy and long ago I decided that age really didn’t matter and as long as the ladies … feel the same way, that’s fine with me.”

“I’ve never thought of Playboy quite frankly as a sex magazine,” Hefner told CNN in 2002. “I always thought of it as a lifestyle magazine in which sex was one important ingredient.”