“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
  • 326 Bleecker or 328 Bleecker. No one really knows the exact address but we do know the opening night shindig won’t be empty. @whalebonemagazine + @allbirds. The world’s most comfortable pop-up shop. November 16 - late December in New York City. 11am - 7pm daily. Unless we’re closed 
Photo: @furkay 
#whalebone #whatstherush #worldssixthbestmagazine
  • @jordooooon literally might start shooting if she knew about this @instagram post going up before finishing the piece about the only twelve people to have ever walked on the moon. The Space Issue is coming out soon. We think. At least if Jordon has her way it is. The feature is going to be called “Down to Earth” and it’s going to be miraculous...just you wait. 
Photo: @watchyourselfeddie
#whalebone #whatstherush #thespaceissue
  • Pretty pretty pretty good
Photo: @benjaminnorman 
#whalebone #whatstherush #notseinfeld
  • Another one in the series 
Photo: @tylermurgo 
#whalebone #whatstherush #photogsthatweenjoyseries
  • Opening in New York City is the world’s most comfortable pop-up shop. The address is either 326 Bleecker or 328 Bleecker depending on who you ask. But it’s definitely not outside. It’s an actual place inside. Should be fun...and comfortable. @whalebonemagazine + @allbirds. November 16th - late December. 11am - 7pm daily. Unless we’re closed. 
Photo: @arin.nyc 
#whalebone #whatstherush #nyc #suchasamanthathingtosay
  • Haenyeo—the South Korean free divers of Jeju Island. Badass ocean women. The site has something on these ladies but probably way more fun to go swim around in the hashtag #haenyeo this evening. Hope you had a nice day.
Photo: @jenjudgephoto 
#whalebone #whatstherush #haenyeo
  • 🙌🙌🙌
Photo: George 
#whalebone #buyavetabeer
  • You could fly down to Daytona and try to find Chris and see if he’ll burn you a copy but we also put @thedockmontauk 2019 playlist through the blue link this morning. Thank you for another season of not stabbing anyone, Chris and team. Take it slow. 
Photo: @jacqduran 
#whalebone #whatstherush #lastcall #coletrickle #rubbingisracing
  • Next stop. The Space Issue of @whalebonemagazine. Comes out right around November 25th we’re being told. @saganism @nasa @tomdelonge @spacex @lucasfilm @area51 @walle @officialspaceballs @camphero @alanbean and more. To the moon...👽👩‍🚀
Photo: @smallstepsaregiantleaps 
#whalebone #whatstherush #thespaceissue #intergalacticplanetary
  • We didn’t name it they did 
Photo: @kelsiklembara | @getawayhouse 
#whalebone #whatstherush #getawayhouse
  • This is Forrest. Forrest recently spent a day doing some of things he loves as part of a @hillcityofficial partnership we’ve been kicking around. Good people. Turns out, it’s a small world after all. We’ll be on the Tea Cups if you need anything. Blue link has the full story. Thank you @forrestjaqua @hillcityofficial 
Photo: @viviankimx 
#whalebone #whatstherush #hillcity
  • Go Mufasa 
Photo: @letstaukgrams 
#whalebone #whatstherush #itsfriday