“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
  • 🇯🇵🇯🇵🇯🇵
Photo: @mtitone 
#whalebone #whatstherush #onedaywhenweareold
  • Due to tomorrow being Friday we will be sending out The Friday Morning Newsletter. Blue link to sign up for free. If you’re the type that needs to look at the menu before you go to a restaurant this week’s theme is travel. Bon appétit.
Photo: @ellieaugust 
#whalebone #whatstherush #thefridaymorningnewsletter
  • An invitation to a party. Link in bio.
Photo: @alexgalmeanu 
#whalebone #itsaninvitationtoaparty #libraryparty #longliveprint #caddis
  • Looking up. 
Photo: @mattrfoley | @kaleidoscopelabs 
#whalebone #whatstherush
  • An entire issue of @whalebonemagazine dedicated to not being in your house or at work. Our printer might shoot us if we don’t finish this beauty. Comes out in early to middle to late February. Definitely not March. We’ve all got things to do
Photo: @albagine 
#whalebone #whatstherush #thetravelissue
  • “Can you describe your average reader? Who is your audience?”
Photo: @kimlamby thanks for sharing this one we’d love to send you guys a box of goods
#whalebone #whatstherush #navinrjohnson
  • Collect all 4
Photo: @kturnbullpics 
#whalebone #whatstherush #thetravelissue
  • It’s pronounced “An-Sea” we believe. The Z is apparently silent. And it’s a rad new surf brand by women, for women created by a good friend of @whalebonemagazine. Solid interview with the founder on our site today conducted by Mr. Lamb. Or the hop skip jump over to @ansea is good for anyone that would like to learn more about how things like regenerated fishing lines and plant-based alternative solutions to certain clothing manufacturing are the future. It’s Tuesday. Let’s help each other think of warm things.
Photo: @ansea 
#whalebone #whatstherush #ansea
  • Attn: Beach Walkers 
Photo: George 
#whalebone #whatstherush #cleanuponaisle3
  • I have decided to stick with love. I know it isn’t popular to talk about it in some circles today. But I’m going to talk about it everywhere I go. For I have seen too much hate.
  • Priority 
Photo: @bradylaw 
#whalebone #whatstherush #arrowhead
  • Is our spot at 326 Bleecker St. open? No. No it is not. Because some of you thought it would be hilarious to drop off thousands and thousands of books. Matt the intern is not amused. We’re mildly amused. Thank you to everyone that participated. The Library on Bleecker St. will be open soon, we think. It’s like a library but with a pool table and a dog and hot chocolate and couple beers and a fire place and a record player and new Whalebone things and our friends @caddis_life. And books. Lots of damn books. Have a great weekend.
Photo: @mkells96 
#whalebone #whatstherush