Urgent: The Row’s Sample Sale Draws Overnight Line-Sitters

UPDATE: The Row’s highly anticipated sample sale in New York City has ignited a frenzy, with dedicated shoppers camping overnight to secure exclusive deals. This event, which started on October 23, 2025, has become a hotspot for luxury fashion enthusiasts willing to pay a premium for coveted items.

By 8:40 AM Thursday, shoppers like Gigi Principe had already endured a marathon wait of over nine hours. Principe, holding the top position in line, revealed that she was not there to shop for herself; instead, she was among a group of hired line-sitters, showcasing the lengths to which people will go for a taste of quiet luxury.

The Row, known for its label-free, minimalist designs—a $550 white cotton tee, $2,700 scarves, and $6,000 bags—continues to captivate a devoted following. As the luxury market faces a downturn, the demand for high-end products remains resilient, particularly among affluent consumers seeking quality craftsmanship without ostentation.

“I’ve been hired to wait for everything from exclusive restaurants to major events,” Principe said, illustrating the growing trend of line-sitting services. The company, Same Ole Line Dudes, founded by Robert Samuel in 2012, reported a sellout of bookings for this event, with 61 reservations on the first day and 35 on Thursday. Customers pay sitters $25 an hour, plus additional fees for early starts or bad weather.

One client who secured a spot in line as early as 7 PM the previous night could have spent around $365 before even entering the sale. The atmosphere was a blend of anticipation, with some sipping coffee while others checked their phones or chatted about previous sales.

As the luxury sector grapples with a notable slowdown, the allure of The Row remains strong. “They have a cult following,” said a personal shopper who catered to clients from as far away as Australia. She provided evidence of a shopping spree totaling $1,619 for just three pairs of shoes and a coat, a substantial markdown from the original retail price of nearly $6,500.

Despite the luxury market’s challenges, the excitement surrounding The Row’s sample sale embodies the ongoing demand for high-quality fashion items. Shoppers expressed their commitment to the brand, with one group setting an ambitious budget of $5,000 for their purchases.

As the doors opened at 9 AM, the line continued to grow, with some attendees sharing their experiences on social media platforms, further amplifying the event’s reach. The Row’s sample sale not only highlights the enduring appeal of luxury fashion but also reflects the shifting dynamics of consumer behavior in a post-pandemic world.

With more shoppers waiting for their chance to enter, the scene outside The Row is a testament to a vibrant subculture within the luxury fashion community, where dedication and investment in quality reign supreme. As the sale progresses, anticipation builds for what treasures await inside for those fortunate enough to gain entry.

Stay tuned for more updates on this developing story.