World-renowned tattoo artist Mario Barth is a trendsetter in the world of body art. He owns and runs Starlight Tattoo and the Web’s tattoo superstore, and he hosts the annual Biggest Tattoo Show on Earth.

He’s also the guy celebs like Tommy Lee, Jason Kidd, Fieldy of KoRn, Nikki Sixx, My Chemical Romance, and rapper Jim Jones call on when they need some new ink. Now, Mario is speaking out against wearing fur in an “Ink, Not Mink” ad for peta2.

Every year, millions of animals become victims of the fashion industry. Foxes, minks, rabbits, raccoons, dogs, cats, chinchillas, and other animals are drowned, bludgeoned, strangled, electrocuted, and often skinned alive for their fur.

Says Mario, “Animals are living beings with their own thought processes and feelings. They experience pain just like us.” See what else Mario told us in this behind-the-scenes footage of his photo shoot for peta2.