UPDATE: The Row’s highly anticipated sample sale in New York City has sparked a frenzy, with dedicated shoppers camping overnight for a chance to snag luxury items at steep discounts. As the sale kicked off on October 23, 2025, reports reveal that some individuals even paid hundreds of dollars for line-sitters, highlighting the extreme lengths fans will go for the brand’s coveted pieces.
By 8:40 AM Thursday morning, shoppers like Gigi Principe had been waiting for over nine hours to secure their spot at the front of the line, dubbed “the Super Bowl of all sample sales” by line-sitting company founder Robert Samuel. Principe, 26, works for Same Ole Line Dudes, a company that has seen an influx of clients eager to take advantage of the sale’s 75% markdown on luxury items like $550 tees and $6,000 bags.
Shoppers lined up outside The Row’s event, many sipping coffee and sharing food, while some worked on laptops. The official opening was at 10:00 AM on Wednesday, and by the end of the first day, Samuel confirmed he was sold out with 61 bookings. On Thursday, he had 35 bookings lined up, with customers paying $25 per hour for a line-sitter, plus additional fees for early arrivals.
The demand for The Row’s understated luxury is palpable. A personal shopper reported a purchase of three pairs of shoes and a coat for just $1,619, a significant discount from the retail price of nearly $6,500. As the luxury fashion sector grapples with a significant slowdown this year, the hunger for The Row’s minimalist designs remains strong among wealthy consumers.
The atmosphere is electric, with shoppers sharing their excitement on social media platforms, documenting their experiences at the sale. However, strict rules are in place, including bans on tents and chairs, prompting early arrivals to adapt quickly to maintain their positions in line.
As the line-sitters coordinate bathroom breaks and food runs, customers are prepared to invest heavily, with some budgeting up to $5,000 for their purchases. The allure of quiet luxury continues to thrive, as buyers are drawn to the meticulous craftsmanship devoid of overt branding.
Despite the luxury market’s challenges, The Row’s sale proves that demand for quality remains unshaken. As we delve deeper into this event, it’s clear that the connection between fashion and consumer passion is stronger than ever.
Stay tuned for more updates as this story develops, including insights into the exclusive pieces available and the experiences of those waiting in line.
