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Loog is an academic project proposed by Rafael Atijas in a master's thesis at New York University in 2010. The fact that guitars were conceived in a university really explains the company's culture: their main goal is not to make the most profit, but to provide a unique and well-designed product. In 2011, the original Guitar was released through the Kickstarter website and raised $ 65,618 from supporters around the world who believed in the project and wanted to play their part in realizing the idea. In 2017, the company launched a new promotional campaign on Kickstarter, introduced the current product lineup, raised $ 370,000, and turned Loog into Kickstarter's best-selling guitar ever. They only get wood from the forests they manage and are committed to meeting or exceeding government-defined quality and safety standards.