If you’ve spent any time on social media in recent years, you probably know @OldJewishMen. The account, which has 600,000 followers across Instagram and TikTok has documented the antics of a group of elderly Jewish men in New York City as they petition for more public restrooms, advocate to maintain the $5 rotisserie chicken at Costco, and discuss their love of the Jewish deli and the sauna.
Noah Rinsky, the mastermind behind the OJM phenomenon, has added essential reading for his devoted followers. The New Yorker released his debut book, “The Old Jewish Men’s Guide to Eating, Sleeping & Futzing Around” on Sept. 17, which details everything one needs to know about their transformation into a grumpy old man who spends his days doing nothing.
Created alongside Rinsky’s business partner Bryan Seversky, the guide’s art is inspired by Miami in the 1960s and classic comic books — the time period when many of the OJMs were teens. With chapters like “How to exist in this fakakta world,” “Hairy old men like it hot,” and “How to live forever,” the OJM handbook is filled with useful tips to hone in on your old Jewish man status. The book also gives a rundown of the minyan (10) OJM archetypes like the “New York schlub,” the “possibly gentile,” and the “Old Jew and the sea.”
Rinsky spoke to Unpacked about his love for old Jewish men, why he wanted to document their stories in a book, and why anyone can be an “old Jewish man.”
Noah Rinsky has always loved old Jewish men
Before Rinsky cultivated a group of elderly actors for his social media skits, his fascination with old Jewish men began during his childhood in Colorado Springs. He described his High Holiday experiences at his childhood Orthodox synagogue in Colorado Springs. Older men would stuff pastries in their pockets during kiddush and loudly blow their noses during the service.
“Even when my brother and I were kids, old Jewish men seemed like this separate species,” Rinsky told Unpacked. “I couldn’t imagine that this was my future, and how much needed to change for me, as a 12-year-old to become one of these 85-year-old men who stuffs his pockets with danishes.”
Rinsky’s popular Instagram account was initially inspired by his eccentric father, as the elder Rinsky moved to Tel Aviv, leaving his son looking for more Jewish humor. Living under a Hasidic shul on the Lower East Side, Rinsky was often recruited to fill out a minyan. During this period in 2015, he began documenting what his neighbors would say, often their complaints about aging.
That account eventually transformed into Old Jewish Men.
Rinsky now understands the descent into an OJM
While his preteen self couldn’t fathom becoming an OJM, Rinsky, now 35, has seen those traits become more pronounced in his father and in himself.
“Being an old Jewish man is a weird thing. It’s this bizarre relationship between being a total hypochondriac and not carrying it all. And that’s and that’s something I think I deal with,” Rinsky said, adding that he has a fear of doctors but often obsesses about the impacts of what he’s eating.
He specified that while many only find their old Jewish man status when they turn 65, some people can be OJMs their entire lives, “leveling up” into the specific archetypes. The author discussed how fledgling OJMs often will put a lot of genuine thought into trivial matters; he clarified that this focus can never be a schtick, but rather the need to monologue their opinions.
“There’s like a spiritual element to being an old Jewish man that anyone can have. You know when you see it, even with a young person,” Rinsky joked, speaking about a friend who “has the makings” of becoming an OJM. “He’ll spend his life connecting it, and I can’t wait to see the final form.”
The Old Jewish Men content curation process
Much of the hilarious antics found on the account is improvised by the famed OJMs. Rinsky, who is a screenwriter by trade, will often give them a concept and let his actors run loose.
While the skits might feel entirely based in jokes, sometimes there are deeper meanings. David Roffe, one of the septuagenarian stars of the account, has a long running gag about the price of Costco chickens and hotdogs. Rinsky said that this consistent storyline is reflective of larger commentary about the economy.
“Once that price changes, it’s a signal to the country that inflation is out of control, as Costco seems to be a symbol of American stability,” Rinsky said.
Over the years, Rinsky and his family have become close to OJM’s consistent actors like Roffe and Aaron Cohen. The actors will often go to kosher Chinese dinners with the account creator and his wife.
“They play curmudgeon, but they’re, they’re really the sweetest guys,” Rinsky added.
Why people love Old Jewish Men
Rinsky believes that the internet has fallen in love with his kooky cast of characters because of the authenticity his characters bring to the screen. They don’t care about their social media stardom, or even the videos in general. Cohen doesn’t even own a smartphone so he can’t see the content he helps create, so it’s all for the enjoyment of making the videos.
“They’re not doing it for anybody but themselves. If they don’t believe in it, they’re not going to say it,” Rinsky said of his social media celebrities. “There’s something about them that is wise and truthful. They’re not like any other person you’re going to see online. These guys believe in the Old Jewish Men mission, whatever that may be.”
But what is that mission? For Rinsky it’s a celebration of Jewish joy and authenticity.
Adhering to the OJM lifestyle, he claimed, means that one doesn’t let anyone tell them how to dress or act. Being an old Jewish man means ignoring public opinion and marching to the beat of your own drum.
“OJM is a celebration of a certain type of attitude of not letting things compromise who you are,” Rinsky said.
The OJM spirit has already been shared through the OJM clothing line begun by Rinsky and Seversky which shows off all the best parts of being an old Jewish man. The Ralph Lifshitz collection pokes fun at Ralph Lauren’s name change. Don’t want to be seen supporting the Mets this season? Try out one of their “Meats” shirts. Even Selena Gomez has been spotted in one of Old Jewish Men’s bedazzled “pickle princess” tops.
He was interested in compiling all he’s learnt into a book to capture the essence of the OJM. He hopes that despite the comedic nature of the guide, readers will see the value of honing in on their authenticity and following the lead of elders in their community.
Rinsky specified that it’s important to write down the lessons of older people because like with all living things, those messages are lost with death. He hopes that readers will gain something from the OJM’s lessons.
“As much as people are on their phones all the time, books are enduring, especially if it’s a good book,” Rinsky said. “Everything I’m doing with does have an expiration date. And this generation of men I think needed to be documented in the way that we did it to a certain comedic sensibility.
Leaning into Jewish stereotypes
Much to his father’s dismay, much of the humor on Rinsky’s account embraces and highlights stereotypes about Jewish old men.
As a result, he often can’t think about the overall depiction of Jews and the elderly that he is sharing.
“If I thought too much about this, the stereotypes, I don’t think I’d be able to do it,” Rinsky said.
He believes that he would be too concerned with not offending people if he spent a lot of time thinking about the tropes his content falls into. Instead, he focuses on the fact that the behavior depicted in his videos stems from real-life actions of OJMs.
Rinsky’s father, Jeff, hopes that his son uses his platform to champion “the more spiritual and intellectual” kinds of Jews. The Brooklynite doesn’t think his content would be as funny or as relatable if he shifted focus.
“These more serious guys don’t really want to be on camera. Also, it’s not particularly funny. You don’t see a lot of sitcoms about guys sitting around studying Talmud,” Rinsky said.
In the future, Rinsky hopes to expand the lexicon of OJM literature with a second book. He also is working to set up a brick-and-mortar location of the Old Jewish Men fashion label he shares with Seversky in New York City and is working on a show with Jeff Garlin from “Curb Your Enthusiasm.”
Originally Published Sep 18, 2024 11:45AM EDT
