UPDATE: The Row’s highly anticipated sample sale in New York City has drawn huge crowds, with some shoppers camping overnight to secure their spot. As of October 23, 2025, reports confirm that people are spending thousands on luxury items, demonstrating the enduring appeal of the “quiet luxury” trend.
At the forefront of the line was Gigi Principe, who waited for over nine hours, having arrived at 7 p.m. the previous night. Surprisingly, she wasn’t even shopping for herself, citing the brand’s high prices, even with discounts of up to 75%. Instead, she worked as a line-sitter for Same Ole Line Dudes, a company that has become a go-to for line-waiting services.
The sale kicked off publicly at 10 a.m. on Wednesday, and by Thursday morning, the line had already formed a bustling scene. Some customers enjoyed coffee and snacks, while others read or worked on laptops. Many were willing to pay $25 per hour for line-sitters, plus additional fees for early arrivals or bad weather. Those arriving as early as 7 p.m. the night before could pay up to $365 just to secure their place in line.
Robert Samuel, founder of Same Ole Line Dudes, described the event as “the Super Bowl of all sample sales,” with 61 bookings on the first day and 35 on the second. Shoppers are not only paying for line-sitters but also for the luxury experience that comes with The Row’s exclusive offerings, which include $6,000 bags and $2,700 scarves.
One personal shopper shared that she spent $1,619 on three pairs of shoes and a coat, significantly less than their retail price of almost $6,500. “They have a cult following,” she noted, emphasizing the brand’s appeal rooted in quality and understated elegance.
Despite a broader slowdown in the luxury market, evidenced by McKinsey’s State of Luxury report, the demand for high-end fashion remains strong. Shoppers are increasingly focused on experiences and unique finds, especially as wealthy consumers continue to drive economic activity.
The atmosphere was electric as people engaged in conversations, sharing tips about the best items and coordinating bathroom breaks among line-sitters. The Row has become a cultural phenomenon, with social media filled with videos of sales and hauls that often reach tens of thousands of dollars.
As the sale progresses, the excitement only grows. Shoppers are eager to capitalize on the steep discounts, while line-sitters like Principe are strategically planning their shifts for optimal payoff. The event underscores a crucial moment in luxury shopping, where individuals are willing to invest their time and money for access to exclusive items.
Experts and enthusiasts agree that the allure of The Row lies in its “quiet luxury” ethos — high-quality, label-free designs that speak to a discerning clientele. As one shopper put it, “You just pick your line and you stick to it.”
With The Row’s sample sale in full swing, it is clear that the demand for luxury fashion is alive and well, making this an unmissable event for both shoppers and spectators alike. Stay tuned for more updates as this developing story unfolds.
