Hugh Hefner, the founder of Playboy, has died from natural causes at the age of 91.

He died peacefully at home surrounded by his family, Playboy Enterprises said in a statement.

The magazine was first published in 1953 and, with its iconic mix of nudes, in-depth interviews and fiction, Hefner is credited with building a brand that helped shape the sexual culture of the second half of the 20th century.