LOS ANGELES (AP) — Playboy magazine founder and sexual revolution symbol Hugh Hefner has died. He was 91.

The magazine released a statement saying Hefner died at his home of natural causes Wednesday night surrounded by family.

Founding the magazine in 1953, Hefner built a brand that defined the sexual culture of the second half of the 20th century.

Hugh Hefner was a strong supporter of the civil rights movement. We shall never forget him. May he Rest In Peace. pic.twitter.com/oL3lKLZRQ5

— Rev Jesse Jackson Sr (@RevJJackson) September 28, 2017

Hugh Hefner was a GIANT in publishing, journalism, free speech & civil rights. He was a true original, and he was my friend. Rest well Hef. pic.twitter.com/bJ1wxoK4gR

— Larry King (@kingsthings) September 28, 2017

Playboy’s buxom models were the objects of millions of men’s fantasies as Hefner challenged what he derided as America’s “Puritanical” attitudes toward sex.

For decades, he was the pipe-smoking, silk-pajama-wearing center of a constant fantasy party at Playboy mansions in Chicago and then in Los Angeles.