A group of surfers, including two who lost limbs in shark attacks, are promoting a surfboard fin aimed at stopping shark culls.

To be manufactured in the Victorian surf town of Torquay, the black-and-white fibreglass fin features the words: "If my life's taken, don't take theirs."

By fixing the fin to their board, the surfer is indicating that in the event they are killed by a shark, they do not wish the shark to be killed in retaliation.

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The group is taking orders for the Fin For A Fin, as it is called, on crowdfunding site Indiegogo.

The initiative is supported by surf photographer Mike Coots, who was 18 when a tiger shark bit off his right leg while boogie boarding in Hawaii.

In the decade since he has become an outspoken advocate for shark conservation, and in 2014 condemned Western Australia's now-discontinued catch and kill program.

Paul de Gelder, who in 2009 lost an arm and a leg after a bull shark attack in Sydney Harbour, has also thrown his support behind the project.

Profits go to shark charities

Profits from sales of Fin For A Fin will be directed to shark research group Tag For Life and community-based shark alert app Dorsal.

Co-founder Alex Metson said there was often "hysteria" when a tragic shark attack occurred, with calls for the shark to be killed in retaliation.

"Often when everyone's talking about this, no-one's really talking about the surfer's wishes."

He said the two groups to benefit from sales of the fin were chosen as they both worked to "make the oceans safer for both species".

Surfers purchasing a fin can also add their name to a searchable online register, allowing loved ones and authorities to confirm their wishes that sharks not be harmed.

Surfers killed in a shark attack can register their wish that the shark not be culled. ( AAP: ScreenWest )

Mr Metson said Fin For A Fin were crowdfunding because they "don't have the money to fund the production of the fins up front".

"The fins are not cheap, they're a really high quality surf fin.

"We didn't just want it to be a statement, we wanted it to perform for people so they use it and it's a fin that they would love to have on their board."