Throngs Camp Overnight for The Row Sample Sale in NYC

UPDATE: A remarkable scene unfolds in New York City as fashion enthusiasts camp overnight for The Row’s highly anticipated sample sale. With hundreds lining up for a chance to snag luxury items at staggering discounts, the demand for this “quiet luxury” brand is palpable and urgent.

At 10 a.m. on October 23, 2025, the doors opened to what many are calling the most exclusive shopping event of the year. Gigi Principe, who had already waited in line for over nine hours, captured the coveted No. 1 spot. Remarkably, she was not there for personal shopping; instead, Principe is a line-sitter, hired to secure a place in the queue for those willing to pay for the privilege.

The Row, known for its minimalist aesthetic and hefty price tags—think $550 cotton tees and $6,000 bags—has cultivated a cult following among luxury consumers. Despite a broader downturn in the luxury market, this sale is thriving, demonstrating the enduring allure of high-fashion brands that prioritize quality over logos.

Principe’s story is just one of many. The line outside The Row’s sale was filled with people sipping coffee, reading, and chatting, while others were busy filming the experience for social media. Some attendees had even hired line-sitters from Same Ole Line Dudes, a service founded by Robert Samuel in 2012. Samuel described The Row’s event as “the Super Bowl of all sample sales,” with his company fully booked, taking in $25 an hour plus additional fees for early arrivals and weather conditions.

The price of securing a spot can soar. For instance, those who hired sitters to arrive at 7 p.m. the night before would have spent approximately $365 before even entering the sale. This trend indicates a willingness among affluent shoppers to invest in luxury experiences, further fueled by the brand’s reputation for exquisite craftsmanship.

The excitement surrounding the sale is infectious. One personal shopper reported spending $1,619 for just three pairs of shoes and a coat, a purchase that would have cost nearly $6,500 at full price. “They have a cult following,” she stated. “People really want quiet luxury.”

As shoppers eagerly anticipated their turn, a palpable buzz filled the air. The Row’s sale stands in stark contrast to the luxury sector’s broader challenges, as noted in McKinsey’s recent report that highlights a significant slowdown in luxury spending. Yet, on 18th Street in Manhattan, the hunger for high-end fashion remains robust, particularly among wealthy consumers seeking to elevate their wardrobes with timeless pieces.

The atmosphere in line was not just about waiting; it was about community. Principe and her fellow line-sitters coordinated food runs and bathroom breaks. With new rules prohibiting tents and chairs appearing overnight, they swiftly adapted, relocating to maintain their positions.

While the sale continues to attract attention, the online presence is equally compelling. Social media feeds are overflowing with videos showcasing The Row’s exclusive items, drawing even more interest from potential buyers.

As the second day of the sale unfolds, some attendees have opted for extra line-sitters to secure their spots early. One woman, who wished to remain anonymous, admitted to hiring someone to wait starting at 4 a.m. for the second day. She shyly acknowledged that her haul from the previous day was “a lot,” hinting at the luxury spent.

The line outside The Row is more than just a queue; it represents a lifestyle choice and a commitment to quality. As one shopper aptly summarized, “The audience is divided into ‘These people are crazy’ and ‘What a crazy deal.'” The fervor surrounding The Row’s sample sale continues to captivate, demonstrating that the allure of luxury fashion is far from fading.

Stay tuned for more updates as the sale progresses, with attendees eagerly sharing their experiences online, keeping the conversation about quiet luxury alive.