The ocean is a shark’s home. It’s their domain. Surfers understand the risks of getting in the water. Yet, when there’s a shark attack, it fuels an atmosphere of hysteria that leads to the vengeful, mass culling of one of the world’s oldest creatures. And it happens without the surfer’s wishes ever truly being known, as there’s no way for them to communicate it.

So, in partnership with world-renowned fin makers, Glide Fins, we set out to establish a new symbol that gives surfers a voice in the event of tragedy, breaking the cycle of killing.

FIN FOR A FIN breaks the cycle of revenge killing, in the event of a shark attack.

It’s a specially marked surf fin that alerts authorities to a surfer’s wishes for the shark not to be killed in retaliation. As sometimes the fins are the only thing that survive. When a surfer clips these fins into their surfboard they’re literally telling authorities and the world “If my life’s taken, don’t take theirs.”

Whether the surfboard is attached to the roof of a car or being carried into the surf, surfers are making a visible and personal statement for the protection of sharks.

In partnership with Glide Fins, profits are funding the protection of sharks and surfers through mobile alert technology and shark behaviour education. Creating a cycle of coexistence. Not killing.

The FIN FOR A FIN brand marque represents the coming together of both surfers and sharks, symbolised by their two fins. Applied to custom thruster sets and longboard fins, they’re more than just a powerful statement, they’re designed to perform. Made from hand-foiled fiberglass, then cut out with high-pressure water jets and shaped by hand, the fins are made for high performance manoeuvers. The two-colour combination of black and grey nods to the natural colour of sharks.

The brand’s interaction extends beyond surfers and fins. Anyone can show their support across collateral including board stickers, t-shirts and towels, social as well as the web platform where they can purchase the products.

FIN FOR A FIN’s impact is further extended with a global registry. This enables surfers to register their wishes on a searchable database, letting next of kin and authorities know they want the shark protected.