“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
  • We only told our team, our doctor, our pizza delivery guy, our dentist, our barber, a random florist, the guy who plays drums in the subway on the empty 5 gallon buckets. But no one else. Maybe a few bartenders and there was a late night group text and also a couple @tiktok dances we did. But anyway, it feels good to get this off our chest. The new Montauk Hard Seltzer by @montaukbrewco is the official and un-official Hard Seltzer partner of @whalebonemagazine. No one really knows what that means but the stuff is good. Coming pretty pretty pretty soon. Available while supplies last. 
Photo: @montaukbrewco 
#whalebone #whatstherush #montaukhardseltzer
  • Colorado. Headed out to spend a few days with our friends from @burtonsnowboards. Matt has been left in charge of the place. What’s the worst that could happen 
Photo: Not @mkells96 
#whalebone #donttellmomthebabysittersdead
  • Not Colorado 
Photo: @dave.krugman 
#whalebone #whatstherush #usopen #burton
  • There’s a party. You’re invited. New York lensman @justinjayphoto decided to walk around the North Shore of Oahu with a camera for 10 years. Then he created a pretty rad book about it all with the help of @indoek. If you’re in the area, we’re throwing a shindig in NYC with our friends from @caddis_life and @montaukbrewco to celebrate the book release. Thursday, February 27th at 326 Bleecker St. New York, NY 10014 (Bleecker & Christopher St.) 6 - 9pm. Space is limited. Don’t tell Jerry. 
Photo: @indoek 
#whalebone #whatstherush #HI1K #indoek
  • Page 62
Photo: @amivitale thank you for being involved with this feature 🙌
#whalebone #thetravelissue
  • Does the new Travel Issue presented by @yeti allow you to time travel? No. It’s a magazine. We can not afford the technology and scientific minds needed. But if you’re insistent on finding Biff’s Sports Almanac there’s an article through the blue link that will help get you to 88mph. “Time Traveling” a feature on whalebonemag.com
Photo: @lucylaucht 
#whalebone #whatstherush #thetravelissue
  • The Comedy Issue comes out April 1st. Earth Day is April 22nd. THE EARTH. IT’S NO LAUGHING MATTER is an initiative from the @whalebonemagazine folks that invites good people like you to a private Whalebone comedy club in NYC during the month of April to enjoy world class comic talent with proceeds going to support @nationalparkservice. Should be a hoot. 
Photo: @peteramend 
#whalebone #nationalparkfoundation #thecomedyissue
  • Should you find yourself in the area...our spot at 326 Bleecker St. New York, NY 10014 is open daily 11am - 7pm. If you stop in maybe ask Matt about what book opens up the hidden room behind the bookcase that he politely asked us not to talk about because he has work to do and can’t be doing that all day. Anchors away
Photo: Not @mkells96 he has work to do 
#whalebone #whatstherush #treadstone
  • Go Mufasa 
Photo: @maltt89 
#whalebone #whatstherush #bigworm #bigperm
  • One of the buried coffee cans is in Australia. Kidnap and torture @olibenz for the coordinates or find page 114. The Travel Issue presented by @yeti out now. Treasure map included. Interrogation classes sold separately
Photo: @bluestonelane 
#whalebone #thetravelissue #templeofdoom #raidersofthelostark
  • Aruba, Jamaica, oooo I want to take ya. Bermuda, Bahama. Blue link takes it slow tonight. 
Photo: @maltt89 
#whalebone #whatstherush #thetravelissue
  • Center for ants 
Photo: @ryanoferguson 
#whalebone #whatstherush #thetravelissue #tinyhousemovement #burton