Hugh Hefner, Playboy founder and Chief creative officer, has lost his younger brother Keith Hefner.
Keith passed away Friday at the age of 87, finally succumbing after a protracted battle with cancer for the past few years.
Keith has been involved in Playboy, the company his brother founded, as much as his brother; playing a role in talent scouting and in training the world famous Playboy bunnies.
Hefner, 90, paid tribute to his brother on twitter.
“This morning, my dear brother and best friend passed away. I love you, Keith. Rest in peace,”  he wrote, in his post on the social networking site.

This morning, my dear brother and best friend passed away. I love you, Keith. Rest in peace. pic.twitter.com/Xm5hHuZ04M

— Hugh Hefner (@hughhefner) April 8, 2016