“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
  • Okay we’ll wait til Saturday
Photo: @kingsandsailors 
#whalebone #whatstherush #spacejam
  • The Afternoon Delight is a daily email from @whalebonemagazine that continues to go out each afternoon regardless how much we try to talk to the person who writes them to consider sending them in the mornings every now and then. News, interviews, playlists, videos, job offerings, little Easter Eggs worth sharing, accounts to follow like @ladyslider, and other gems are sent out each afternoon. Not in the morning. Thank you to @plantpeople @outerknown @shinola @just @montaukbrewco @lesserevilsnacks and @sirkensingtons for supporting a little delight...in the afternoons. Blue link slides. 
Photo: @ladyslider 
#whalebone #whatstherush #theafternoondelight
  • Thousands of entries from over thirty two countries. And a couple from Montauk. The Photo Issue of @whalebonemagazine coming sooner than later. Blue link for anyone that enjoys a proper magazine delivered to their door these days. 
Photo: @mickinthecity | Entry 1,069
#whalebone #whatstherush #thephotoissue
  • Attn New York friends: If you’re the type that might enjoy having hard kombucha delivered straight to your door in a few taps...boy, do we have a friend to introduce your way. @juneshineco recently launched NY delivery. Happy to see these guys now available pretty much all over the state. 🏌️‍♂️🗽
Photo: @empirestatebldg 
#whalebone #whatstherush #juneshinetakesnewyork
  • Metaphorically speaking. Or feel free to go with alternative Caption B. On the other side of the drop we have The Photo Issue of @whalebonemagazine coming out in a week or two. Blue link is offering pre-order so we can say we tried if we happen to sell out. Then there’s The Boneyard in Montauk that needs some lightbulbs. The Afternoon Delight daily email keeps humming along. The Hot Sauce Issue is being worked on because if we miss another deadline @jordooooon will cut us. Someone had the great idea to keep the radio station running. The UPS man might let the air out of our bike tires if we ask about the @arvingoods collab arriving one more time. Eventually someone will tell us if we’ll open the Bleecker St. shop—probably not UPS guy. And a new batch of goods by @whalebonecreative is 6 inches away. Should be a nice little summer. Here if can ever help on anything hello@whalebonemag.com
Photo: @paulhiller | Entry 788
#whalebone #whatstherush
  • Entry 3,449
Photo: @kanebrownphoto 
#whalebone #whatstherush #thephotoissue
  • Five years later 🎈
Photo: Issue 01 @whalebonemagazine 
#whalebone #yachtclubtimemachine #whatstherush #vanlife #enoughalreadycutthecake
  • One or two or sixteen hundred times before, there was a phone call to Vaughan over at @montaukbrewco that included something like “Yes, the party is today, and sorry for calling last minute again, but if you might have 10,000 extra cases laying around...” then we’d all be late to work the next day. Good people. Congratulations to our friends @montaukbrewco on recently being named the best brewery in Montauk for the seventh year in a row. Now please consider making twelve packs of lemon lime. 🍋❤️
Photo: George
#whalebone #whatstherush #maybeeight #lemonadestand
  • A bunch of good people have businesses in Montauk. If you or someone you know might be around the East End, maybe consider sending them the blue link in our profile. The @whalebonemagazine team gathered a collection of the businesses that are open and ways to support. Still haven’t heard back from the town about the drive-in movie theatre pitch,  but we saw there is a new Bill and Ted’s Excellent Adventure movie coming out, so hopefully by then. Reasonable request. Don’t forget to be kind and tip the hell out of anyone if ordering take-out or delivery. 
Photo: @montaukett 
#whalebone #whatstherush #thankyoumontauk
  • Should be a nice little weekend 
Photo: @whalebonecreative 
#whalebone #whatstherush #stayasyouare #fiveyearsofprint #everheardoftheinternet #getwiththetimes
  • Entry 512
Photo: @alainschroeder 
#whalebone #whatstherush #thephotoissue #haenyeo
  • GIVEAWAY: Buckle up your banana bread here is a little “adventure at home” giveaway from some good folks. The following is what the nice hardworking mail person could be delivering to your door:
- $100 gift card from @thesill
- @lacolombecoffee cold brew
- Snacks from @snackapade
- Playmate cooler from @igloocoolers
- Go Bag from @baboontothemoon
- $100 gift card from @riley.home
- A month’s worth of snacks from @naturesbakery
- A lifetime subscription to @whalebonemagazine and $300 to shopwhalebone.com
- Assortment from @purely_elizabeth
- Memory foam pillows from @leesasleep
If you’ve made it is this far you’re probably curious on next steps to win. Pretty simple: 
1. Follow @lacolombecoffee @thesill @snackapade @igloocoolers @baboontothemoon @riley.home @naturesbakery @whalebonemagazine @purely_elizabeth @leesasleep
2. Tag two friends. *Winner chosen and contacted May 23 at 9AM EST. Good luck, Chuck. 
Photo: @meeschmid_plantlady | @thesill 
#whalebone #adventureathome