Playboy founder Hugh Hefner has died at age 91

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'Playboy' originator Hugh Hefner has died of 'natural causes' at the age of 91.

The founder of the iconic erotic adult brand, peacefully transitioned at his home on Wednesday, surrounded by close family and friends.

Hefner's health had been a subject of series complications since last year, post which he had also restricted his public appearances. Hugh's death comes only a year after his brother, Keith died back in April 2016 at the age of 87.

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Born in Chicago, Illinois, Hefner started the Playboy magazine in the year 1953, leaving his job as a copywriter after being denied a raise. With the help of a bank loan and some investors, Hefner issued the first magazine in December 1953, which went on to sell over 50,000 copies.

The continued success of the publication, established it as the widest recognized brand of adult magazine over the years, which has featured several mainstream celebrities - like Madonna, Sharon Stone, Naomi Campbell, Carmen Electra, Drew Barrymore, Cindy Crawford, Pamela Anderson and Kim Kardashian to name a few.

Hefner also made several appearances on film and television, mostly appearing as himself.

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Known as a playboy himself, Hefner was noted for dating several women concurrently at his iconic Playboy mansion, which was recently sold for a hefty sum of $100 million dollars to an equity firm owner. 

Hefner got married for a total of 3 times - with his most recent wife being 32 year old Crystal Hefner.

Hugh is survived by his four children - Christie, David, Marston and Cooper