“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
  • Jimmy Blanco. Mr. White.
Photo: @davi_russo 
#whalebone #jimmyblanco #epsteins #RIP
  • weather.com 
Photo: @lifeina5mil 
#whalebone #aladdin #patienceiago
  • Nope. The Good Issue presented by @methodhome will not have a scratch off lotto ticket inside every single issue, but that would have been a good idea. We really need to start thinking about you more and how we can get you $17 dollars 
Photo: @thisisbillgates 
#whalebone #thenotshabbyissue #oracleofomaha
  • Meanwhile, an army of volunteers from the Everglades to Yosemite are cleaning up parks as part of a grassroots effort to rid national parks of trash while federal employees remain out. Thank you @outsidemagazine for the spotlight on this one. Blue link for the slide 
Photo: @rachel.pohl 
#whalebone #armyofgood #dontjustlookatit
  • Sounds serious 
Photo: @ripofff 
#whalebone #airbnb #halfbaked #kenny
  • And you’d be right. It is practical and we could likely start getting discounted @phish tickets for @lynzcee, but in the end it just isn’t the one. The hunt for the next @whalebonemagazine delivery vehicle continues. Feel free to DM options if you happen to come across anything 
Photo: 3rd floor accountants 
#whalebone #amfm #fourwheels #builtincoffeeshop
  • Venice Hippies
Photo: @zanjahouse 
#whalebone #nevertrustahippie #wereallhippies
  • The Good Issue of @whalebonemagazine presented by @methodhome comes out this month. That’s more great news for anyone that likes to stare at water and contemplate the universe because now you no longer have to do that and you can just read a magazine that contemplated it all for you
Photo: @albertopoloianez | future reader 
#whalebone #thegoodinside #waternotincluded
  • Should be fun to watch. The @clifbar cold shot challenge with @nysea_surf is getting suited up. This one involves photography, a bit of cold water, and $9,000 smack-a-roos. Warm up to the idea by visiting nysea.com
Photo: @yewwville | 2018 entry 
#whalebone #coldshot #dontmentiontheweather
  • The Good Issue of @whalebonemagazine comes to the surface next. Thank you @mission_blue @seashepherd @awalkonwater @surfrider @btwfoundation @thegoodfoodinstitute @campsoulgrow and other rad organizations that got involved to support this one 
Photo: @alice612_ 
#whalebone #thenothalfbadissue #thegoodissue
  • We’re hiring. Normal good humans with above normal good talents may pursue that idea a little further through the blue link. Thanks for giving us the time. Maybe you’ll go traveling with a dog someday 
Photo: William "Bill" Lumbergh
#whalebone #tothemoon #nowiguesswebuyapingpongtable #everyoneisfired #linkedin
  • Comfortable things to wear when you’re in a tent or when you’re not in a tent may be found at shopwhalebone.com
Photo: @whalebonecreative 
#whalebone #65series #haveyouseenmyhoodie