Hugh Hefner, the iconic founder of Playboy Magazine, passed away on Wednesday at 91, the magazine confirmed last night. The publisher of the quintessential men’s lifestyle magazine built an empire around the alluring business. Playboy announced his death in a tweet. “Life is too short to live someone else’s dream,” read a quote from the founder. The company said Hefner died peacefully at the Playboy Mansion surrounded by family. His son Cooper, now Playboy's Chief Creative Officer, remembered his father in a statement. “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 will be greatly missed by many.”