Hugh Hefner has passed away at the age of 91, this time it’s no hoax, the iconic Playboy owner died on Wednesday at home, the Playboy Mansion, in the Holmby Hills area of Los Angeles.

His death was announced by Playboy Enterprises.

Hugh Hefner will leave behind a huge legacy having started the Playboy brand. He built up his empire often facing criticism in a time when sexuality was considered immoral and vulgar. He escaped from  sexual repression and was always considered a rebel during that time period. Hefner was happy to portray himself as the charismatic icon and spokesperson for the sexual revolution of the ’60s. His magazine he felt was more than just naked women and sex but a lifestyle. His magazine also gained reputation for serious journalism, often times speaking on serious subjects such as racism. He also launched the “Playboy Interview” in 1962. His success did not come without controversy and in 1963 he was arrested and stood trial for selling obscene literature, the charge was eventually dropped. In 1964, he founded the Playboy Foundation to support endeavors related to fighting censorship and researching human sexuality.

In his later years viewers got a close up look at his life with the premiere of The Girls Next Door, a reality series focusing on the lives of Hefner and his girlfriends at the Playboy Mansion, on the E! cable television network. The show’s earlier seasons featured Holly Madison, Bridget Marquardt and Kendra Wilkinson, with later seasons featuring twins Kristina and Karissa Shannon and Crystal Harris, who would later become engaged to Hefner.

He will always be remembered as an American icon who introduced the world to the Playboy magazine and built the company into one of the most recognizable American global brands in history. I wonder if heaven will be as good as his life here on earth? He often quoted: “Life is too short to be living somebody else’s dream” and “In my wildest dreams, I could not have imagined a sweeter life.”