The OG Playboy himself, Hugh Hefner has passed away.

As the founder of Playboy, Hefner built an empire on the ‘sex sells’ mantra, becoming a cultural icon and multi-millionaire in the process. He introduced Playboy to America back in 1953, with its first issue featuring a nude Marilyn Monroe. Since then, the publication has been omnipresent around the globe.

He passed away at the Playboy mansion in Hollywood, aged 91 years old. Playboy has since released a statement to E! news regarding his death.

“Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognizable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones. He was 91 years old.”

American Icon and Playboy Founder, Hugh M. Hefner passed away today. He was 91. #RIPHef pic.twitter.com/tCLa2iNXa4

— Playboy (@Playboy) September 28, 2017

2. Statement from Hugh Hefner's son @cooperhefner on the passing of his father. pic.twitter.com/HVJOQKhiAY

— Yashar Ali ? (@yashar) September 28, 2017