Those film crews in New Bedford and Fairhaven were shooting '47 Brand's holiday guide
The crew arrived downtown around 7 a.m. and had moved on to Fairhaven within about an hour.
NEW BEDFORD If you spotted a film crew in downtown New Bedford or Fairhaven on Wednesday morning, you were not alone. The crews that turned heads at two familiar local spots were working for '47 Brand, the Boston sports apparel and headwear company, on a photo shoot for its holiday guide.
The sightings set off a little buzz across the South Coast as cameras, equipment and crew members popped up at two familiar local spots, and it was not obvious from the street what was being filmed.
The crew arrived outside Tia Maria's European Cafe in downtown New Bedford around 7 a.m. It stayed on the street and never went inside the restaurant; even the folks at Tia Maria's were not sure what was going on.
Within about an hour, the crew had packed up and moved to Jake's Diner in Fairhaven. This time the crew did more than stand outside: it set up and filmed inside the diner.
A holiday shoot, not a movie
Crew members at the diner said they were working with '47 Brand and filming promotional material for the company's fourth-quarter winter clothing collection. A company representative, asked about the shoot, confirmed it: "From what we are being told, this is our marketing team doing a photo shoot in the area for our Holiday guide for the season."
So no mystery movie production and no Hollywood blockbuster: just a Boston clothing brand choosing a pair of South Coast locations for its upcoming holiday marketing campaign. The sightings were first reported by WBSM.
About '47
'47 got its start in 1947 with a souvenir cart outside Fenway Park. "Today, we partner with nearly every major sports league, over 900 colleges and universities, and many of the world's premier brands and collaborators," the company says.
The Boston company is known for its sports apparel and headwear, and it describes its gear as seen everywhere and worn worldwide.
Its holiday guide is due out this season. If any of the local backdrops make the final cut, downtown New Bedford and Jake's Diner could turn up in a guide from a company that says its gear is worn worldwide.
Label: Reported by us, from the town's posted records.
Notes
The shoot details (the two locations, the 7 a.m. start, the crew never entering the cafe, the move to Fairhaven within about an hour, filming inside the diner, the crew's account and the company's confirmation of a holiday-guide shoot for the fourth-quarter winter collection) come from the Oct. 21, 2026 report by the outlet that spoke with the crew and the company; it is credited once in the story. Company background comes from '47's own Our Story page. Weekdays checked: Oct. 21, 2026 was a Wednesday. No one was contacted for this story; the company's own confirmation to the outlet stands.
Corrections
No corrections to this story. If something here is wrong, tell us. Every correction is dated on the story and listed in our public log.
Sources (3)
- Our Story | '47'47 company page: started in 1947 with a souvenir cart outside Fenway Park; today partners with nearly every major sports league, over 900 colleges and universities, and premier brands and collaborators. Read Oct. 22, 2026.
- Downtown New Bedford | Wikimedia CommonsPhoto record only: Lee Wright, CC BY 2.0, taken 2013; the same credited photo already live on the site. Read Oct. 22, 2026.
- Also reported by: WBSM.
