“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


Whalebone is an authentic, positive lifestyle brand that feels like a friend. One who was born and raised on the East End and who seeks out good things and the good in things everywhere. 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.


Simply put, we hate the term lifestyle brand, but until we come up with a better term, we are stuck with it. At Whalebone, we provide authenticity, access, and accreditation—all with a little wink. Resourceful brands are looking towards Whalebone to deliver their mission to the right audience, in the right way. Whalebone delivers a submerssive experience that blurs the lines between digital, social, experiential, print and events. Whether it’s our Friday morning newsletter, our award-winning print publication, our badass social feed, wearing the softest goods east of the Mississippi, or our legendary events, we always aim to supply our audience and partners with an overwhelmingly positive experience.

So how do you get involved? Shoot a note anytime to hello@whalebonemag.com, or if you’re Bill Murray, please call 631.668.2772 and hit 1. We’d like to talk.

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

In the city? Check us out at the Gansevoort Market, stop by our office in the back of the badass new IV New York Gallery at 231 10th Ave, or just follow @whalebonemagazine for good things headed your way.


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