“My grandfather was a very accomplished waterfowl carver. He carved these duck decoys for business as well as pleasure, with minute detail down to the feather. He used certain decoys for duck hunting that he designed. He also trained retrievers to do what they do best: retrieve. One of the last dogs he trained was named Whalebone, which he gave to my parents shortly before I was born.

My grandfather passed right before I began my business endeavor and I chose the name Whalebone to remind me of where I come from and the attention to detail everything you care about should have.” 

– Jesse Joeckel, Founder


Our mission is to explore, uncover and celebrate like-minded people and places that exude the positivity and authenticity found at home on the East End. It’s kind of like a “No Bad Days” tattoo that you don’t regret.

Also, there is a magazine that you can expect to see about six times a year. Sometimes seven. Maybe eight if you count special limited run and spectacularly awesome zine type things that bear a striking resemblance to the magazine, but are like a younger sibling, who’s difficult but in the end you love all the more for it.


Whether it’s our Friday morning newsletter that comes on Fridays, our award-winning print publication, our the socials, wearing the softest goods east of the Mississippi, or our legendary events, we are there for you.

So how do you get involved? Shoot a note anytime to hello@whalebonemag.com, or if this is Bill, please call 631.668.2772 and hit 1 so we can start planning the next shindig.

In Montauk? Swing by the shop at 65 Tuthill Road for the apparel goods.

Mailing Address? Whalebone Magazine 205 Hudson St., 7th Floor, New York, NY 20013.

Give us a follow @whalebonemagazine for good things headed your way.


Check It
  • Safety first 
Photo: @edward.garrity 
#whalebone #whatstherush #safetymeeting
  • Delivery service now available 
Photo: @whalebonecreative 
#whalebone #theboneyard #worldsbestbarista #roomserviceyouneedfreshtowels #bikedelivery
  • A place to read magazines 
Photo: @whalebonemagazine 
#whalebone #whatstherush
  • Aye aye, captain 
Photo: @anniekiley 
#whalebone #whatstherush #threehourtour
  • We could have called it The Out of Office Issue but then we would of had to rewrite like 93% of the features. And no one on the team really liked that idea. The Office Issue of Whalebone Magazine presented by @georgeforemanco is aptly named. 
Photo: @letstaukgrams 
#whalebone #theofficeissue #ooo #racersstartyourengines #mdw
  • The Office Issue presented by @georgeforemanco comes out tomorrow. And Lord knows we tried to get robots involved but it turned out being pretty human. Thank you @georgeforemanco for getting behind this one. 
Photo: Joe Banks 
#whalebone #theofficeissue #dwightyouignorantslut #joevsthevolcano
  • State of mind 
Photo: @jayceegossett 
#whalebone #whatstherush #nas #williamjoel
  • Knocker series
Photo: @aclothecary 
#whalebone #whatstherush #whoisit #fbi
  • whaleboneradio.com
  • He does have both frames available 
Photo: @jimmicane 
#whalebone #photogsthatweenjoyseries
  • The Office Issue presented by @georgeforemanco comes out ASAP as possible. Maybe even this week.
Photo: @assistantregionalmanager 
#whalebone #theofficeissue #longliveprint
  • Ran into @ngjairo last night on the side of road. He had a camera in his hand. Turns out he wasn’t hitchhiking after all. Thanks for sharing what you were working on, Jairo. Hope you guys have a good rest of the weekend 
Photo: @ngjairo 
#whalebone #heyllyodtheressomepeoplethatwantaridetoo #pickemup