“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
  • 383 Bleeker St
Photo: @gothamwerx 
#whalebone #thenycissue #ohlookfrost
  • A collection of gift ideas from a place that we enjoy very much, The 2018 @whalebonemagazine Montauk Holiday Gift Guide is filled with things you might like from Montauk—makes sense. The site may be entered through the chimney 
Photo: @lkolodzinski 
#whalebone #getyousomethingrealniceclark
  • “It all sort of makes sense now looking back 30 years later that all these great things have happened to so many different people” - @kellyslater on @momentumgeneration from @hbo. Blue link is acting like a good friend that would let you live at their house 
Photo: @toddglaser 
#whalebone #momentumgeneration
  • In January we’ll release The Good Issue of @whalebonemagazine filled with things like @janegoodallinst, @joelsartore, @mission_blue, @everytown, invention of chocolate chip cookies, The Notorious RGB, surfing, @theellenshow playlist, items you’d find in your grandmother’s pursue, and other not bad things. The Good Issue from Whalebone coming soonish
Photo: @thehandsomeguyde 
#whalebone #thebetterthanokayissue #longliveprint
  • Thank you @azizansari @robertaspizza @comedycellarusa. Last night was fun. We’ll be canceling all holiday party plans moving forward. Everyone’s fired 
Photo: @terryrichardson 
#whalebone #aggressiveforamonday
  • A right proper Irish pub 
Photo: @_wanderlustandwhiskey 
#whalebone #thenycissue #greatdayforaguinness
  • @nymag ❤️ you
  • 130 little unexpected sculptures from Tom Otterness can be found like Easter eggs hiding all around the 14th St. and 8th Ave subway station in New York. The project apparently took five years to complete from Otterness and the collection of bronze gems leans heavy on the theme of class, urban myths, and corruption over the years in New York—alligator one is pretty solid. But Tom did have a knack for foreshadowing it seems
Photo: @pankratova916 
#whalebone #thenycissue #aggressiveforamonday
  • Page 1
Photo: Brenda Fricker
#whalebone #thenycissue #putabirdonit
  • Some folks like to get away. Take a holiday from the neighborhood. Hop a flight to Miami Beach or to Hollywood.
Photo: @pankratova916 
#whalebone #billyjoel #nas #cagefight #thenycissue
  • We could all go 
Photo: @dltxii | @nature.ny 
#whalebone #nature #thatjohndenverisfullofshit
  • Page 34. Thank you @wdurney 
Photo: @aaarina 
#whalebone #thenycissue #reservationatdorsia