The man who reinvented popular media in the U.S. to include nudity and sexuality, Hugh Hefner, who launched Playboy Magazine in 1953, died at his home in Los Angeles, California today at age 91.

His passing was announced by Playboy Enterprises at 8:13 Pacific Time via Twitter, saying he died of natural causes at home surrounded by family.

The magazine, and later Hefner’s Playboy Clubs, which started in 1960 and have spread throughout the world, challenged what he viewed as the U.S.’ Puritanical attitudes towards sex, and provided outlets for male fantasies and creative sexual expression, said a report in USA Today on his legacy.

Hefner’s son, Cooper, noted the evolution of the magazine and its lack of nudity in recent years, as well as its sometimes hard-hitting journalism.

Cooper, Chief Creative Officer at Playboy Enterprises, posted a reflection on his father on social media:

“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 lies 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.”