“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
  • THE INTERVIEW: If placing yourself in significantly high places above the ground is your thing, then boy do we have someone you should meet. Tonight we welcome @jimmychin as part of The Instagram Interview Series (trademark pending). The following is a live Q&A with Mr. Chin, happening in the comments section, about things such as: moments that can help change your perspective, ashwagandha, and the importance of sweeping the floors. High-frequency radios can tune to @whalebonemagazine
Photo: @_claytonboyd_ 
#whalebone #instagraminterview
  • Tonight at 11pm EST we’ll be continuing The Instagram Interview Series (trademark pending) from @whalebonemagazine. Feel free to jump back on your phone around then and join us for a live Q&A with special guest, @jimmychin about things such as: how to climb a pencil, the importance of not pissing off @prideofgypsies, and where to rent a proper tux. 11 o’clock EST tonight 
Photo: @1924us 
#whalebone #instagraminterview #trademarkpending
  • Not sure if it has a name besides the Montauk Pilsner so here are a few suggestions to the folks at @montaukbrewco on their new beer launching this week:
- Not The Purple One The Other
- The Charles Jr.
- Now We’re Talking
- Playground N’ Bleacher Pleaser
- The One Good For Boats
- Blue 42
- The Ridiculously Smart Caddie
- Gym Membership
- Tom Hanks
- 2232 
Regardless of what it’s called, we’re looking forward to having just one of these with you soon 
Photo: Cutillo Modeling LLC 
#whalebone #bbking #elimanning
  • Then we asked “Mexico?” and @nois7 replied with “Si” and the red dress dancing girl emoji because he is likely aware of our official partnership with her. Anyway, The Mexico Issue of @whalebonemagazine comes out muy pronto. No features on Las Coloradas in this one, but we will be having issue release parties in LA and NYC with @donjuliotequila and we believe @pink owns homes in all these places so it’s pretty much the same thing. 
Photo: @nois7 
#whalebone #themexicoissue #vivamexico
  • Time to make the donuts
Photo: @_billymurray 
#whalebone #whatstherush #backintheussr
  • This would work 
Photo: @pljennifer 
#whalebone #whatstherush #cooltrillion
  • Likely of Irish descent 
Photo: @lexyurgin 
#whalebone #whatstherush #shelby
  • Filling it up one last time before we split out of Texas. Big thank you to @yeti @yetiflagship @donjuliotequila @designwithinreach 
Photo: @isabella.stahl 
#whalebone #yeti #thereisonerule
  • We’ve been cruising around parking garages, classified sections, old storage units, and police auctions for a new @whalebonemagazine van—no luck. Then our friends at @gorving, who might be better at this whole #vanlife thing than we are, suggested we take the search to #rvx. Using this post as a soft goodbye and thank you for your years of service and also to @gorving for the point in the right direction 
Photo: An old time lover 
#whalebone #rvx #gorving #aladdin #awholenewworld #vanlife
  • The friendly, happy team from @whalebonemagazine is in Austin spending a few days with our friends @yeti. 220 S Congress Ave @yetiflagship. 1-7pm daily. Big thank you to @yeti @donjuliotequila @designwithinreach
Photo: The Assistant Regional Manager
#whalebone #yeti #lickingstamps
  • About 30 left they say 
Photo: @willbl 
#whalebone #photogsthatweenjoyseries
  • The Mexico Issue is dancing its pretty little butt to the dance floor. If you’re into luchadors, Día de Muertos, tequila, piñatas or pretty much anything fun then boy are you in for a fiesta. Team Celebrate Everything at @whalebonemagazine is stringing their guitars 
Photo: @maltt89 
#whalebone #reddressemojigirl #vivamexico