“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
  • “They have a real punk DIY egalitarian spirit. But so *crafted* in their attention to detail. They’re a live band, no laptops on stage, but their performance is sprinkled with callbacks to older songs by other artists, little snippets and refrains, a little Richie Havens here, a little Metallica there, some Beatles over here. Like a sampler used in hip hop, in a totally live performance and a different genre. Their background visuals, which span from surrealist cartoons to CGI fetish imagery, are also steadily punctuated with conversational titles that add a visual meta-commentary to their performance. Checking in to ask if the fans are having fun, and to see if they’re getting stoned. During their biggest hit the background title reads YOUR MOM LOVES THIS SONG. It's almost Monty Python in humor." - @claytoncubitt’s words about @portugaltheman as part of a project he is working on. Follow Clayton to learn more about ‘measuring the weight of a performance’—a photo journal of before and after performance shots of some talented folks. Excited to see how this one unfolds 
Photo: @claytoncubitt 
#whalebone #leaveitallonthefield #yourmom
  • Guides to places you might like to visit can also be found on whalebonemag.com. This whole internet thing is really catching on
Photo: @kylefinndempsey 
#whalebone #thematrix #INthecomputer
  • Available at fine locations such as @burtonsnowboards stores, @ironandresin @johnsdrivein @dues.ex.machina @wework @generaladmission_ca @aviatornation @sunlifeorganics @thebutchersdaughter_official @ludlowhotelnyc @donnsdepot @310bowerybar @seamores @tacolujaxbeach @hotelpalms @sohohouse @hoteljoaquin @seamores @pilgrimsurfsupply @unsound_surf @natgoodmtk @inletseafoodmtk @liarssaloon and a bunch others. To add a location you’d like to pick up @whalebonemagazine feel free to find Jordon and she’ll write you back a rather pleasant email. Also available at shopwhalebone.com if the mailbox thing is your cup of tea. Thank you for the support 
Photo: @maltt89 
#whalebone #longliveprint #jordonhatesme
  • Friends helping friends, powerful stuff. Tag someone that needs a cold one after this week and we’ll send them and you over a sixer of @montaukbrewco. Must be 21+ and live in US and like beer and not be dead. Winner sometime later tonight 
Photo: @ahaynes01 
#whalebone #hypeforecast #closeoutcity
  • Meanwhile down in Texas, we came across a fellow named Jack Sanders, no known relation to The Colonel but he does have a thing for old school backyard baseball. "Sandlot baseball is the slow food of sports. It’s local, seasonal, and organic. Why do I need a genetically modified version of this, I don't need that." Jack and friends seem to have a good thing going just outside of Austin with the @texasplayboysbaseball squad. Blue link gets you a pass to a short little film about what’s happening off the beaten path across America 
Photo: @irish_goodbye 
#whalebone #killingmesmalls #builtforthewild
  • Maybe 
Photo: @mattclarkoceanimagery 
#whalebone #steveurkel #lindsaylohan #thecure
  • This is Jimmy. Jimmy is crazy. Not as crazy as @alexhonnold it seems, but definitely of the same cloth. Jimmy, Alex, and a bunch of other good kind of crazy people came together and made a new superhero movie masquerading as a documentary called FREE SOLO. A film about Alex Honnold’s free solo climb of Yosemite National Park’s El Capitan wall. An accomplishment that people well more qualified than us are calling one of the great athletic feats of any kind, ever. We’re calling it a triumph on fear across mental, spiritual, and physical. We’re strongly encouraging you to find the time to go see the new film because it’s one of those things you want to share with other people—it’s that kind of good. That’s not crazy talk 
Photo: someone crazy
#whalebone #freesolo #takethestairs
  • Somewhere near the middle of the Dive Bar Issue presented by @seagrams7 we explore New Orleans. If you reach the bit about the Flaming Homer you’ve gone too far 
Photo: @drewbrees or other 
#whalebone #thedivebarissue #whenthesaintsgomarchingin #flamingmoe
  • 🔮🔮🔮
Photo: @eastcoastcreatives 
#whalebone #racingforpinks #newbenzalert
  • Page 69
Photo: maybe @raphaelmazzucco 
#whalebone #thedivebarissue #springlounge
  • The New York City Issue of @whalebonemagazine will be filled with things about New York City. November 17 release 
Photo: @raylivez 
#whalebone #thenycissue #partthree
  • @ginsucutlery 
Photo: @shanefletcher 
#whalebone #infomercial #freeshipping