Hugh Hefner was ''loving life'' in the days leading up to his death.

The 'Playboy' magazine founder passed away at the age of 91 earlier this week and it has now been revealed that he was ''keeping up his routine'' in his final days.

A source said: ''Hef was loving life. He was social and keeping up his routine. He was sharp as a tack. He was still making business decisions.

''He may not have gone to all the parties. But he loved that they were still going on at his house. He was the same Hef.''

His passing had come as a shock to his family and friends.

The insider added to People magazine: ''His family and friends are still in shock. No one was expecting it would happen when it did.''

Hugh's son Cooper Hefner, who is the chief creative officer of Playboy Enterprises, had praised his father for living an ''exceptional and impactful life''.

He said in a statement at the time: ''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 lie at the heart of the Playboy brand, one of the most recognisable 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.''

Whilst a representative for Hugh added: ''Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognisable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones.''