Hugh Hefner, the founder and avatar of Playboy, died of natural causes on Sept. 27 at age 91. With his characteristic smoking jacket, pipe, and bevy of Playboy Bunnies at his side, Hefner became a controversial pop culture icon who built a publishing and entertainment empire which put conservative views of sex and sexuality that defined America in the 1950’s squarely in its crosshairs.
In late 1965, Lt. Jack Price of the 173rd Airborne’s 503rd Infantry Regiment bought his company a lifetime subscription to Playboy. The magazine had just launched a crazy promotional offer: The first issue of the subscription would be delivered in person by a Playboy playmate. Price was deployed in Vietnam.