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The founder of Playboy magazine and American icon Hugh Hefner has passed away in his home this afternoon, surrounded by loved ones. He died from natural causes. He was 91 years old.

Playboy confirmed the news in a tweet this afternoon.

Hefner founded Playboy magazine in 1954 which went on to become one of the most recognisable brands of the 20th century which combined images of naked women with articles and interviews. Playboy has been graced by some of the worlds biggest stars alongside some of the greatest celebrity interviews and pieces of journalism of all time including Martin Luther King’s longest ever interview with press.

“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, 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 recognisable and enduring in history”

KRISTIAN DOWLING/AP

Few will forget the man who made the silk pyjamas and smoking jacket famous.

Hugh may be gone, but he leaves behind a legacy.