The practice of "shark finning" involves catching a shark, slicing off its fins and then dropping the de-finned shark back in the ocean to die as to not have to carry the entire body back to dry land when all the fishermen are after is the fin.
In a nod to shark finning's savagery, performance artist Alice Newstead is employing a similarly painful method in her protest against the practice scheduled for Wednesday at LUSH Cosmetics in San Francisco's Marina District.
The British performance artist, also a former LUSH employee, will be hanging herself from hooks in the window of the Union Street storefront.
Millions of sharks are killed around the world every year for their fins. The total number of sharks finned every year is subject to debate, with estimates ranging between 10 and 100 million.
The California State Senate is currently debating a bill that will clamp down on the shark fin trade.
While shark finning is currently outlawed by U.S. law, the bill currently making it's way though the state legislature would ban the sale, processing or trading of shark fins outright.
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