Playboy founder Hugh Hefner has died at the age of 91 on Wednesday.

He passed away at his home in Los Angeles, the Playboy Mansion, due to natural causes. Hefner is survived by his wife Crystal, and four grown children, Christie, David, Marston and Cooper, who currently serves as chief creative officer at the company.

American Icon and Playboy Founder, Hugh M. Hefner passed away today. He was 91. #RIPHef pic.twitter.com/tCLa2iNXa4 — Playboy (@Playboy) September 28, 2017

"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," said Cooper Hefner, according to Playboy Enterprises Inc. in a press release.

Hefner launched the magazine Playboy in 1953 and today the magazine is sold in 20 countries around the world. Additionally, products bearing the company's trademarks produce more than $1 billion in sales annually.

Playboy was known for publishing sexual content, but also featured articles on literature, politics and culture. Playboy published writers including Ray Bradbury, Joseph Heller, Gabriel Garcia Marquez, Margaret Atwood, and Jack Kerouac.