Urgent: The Row’s Sample Sale Draws Overnight Campers in NYC

UPDATE: The Row’s highly anticipated sample sale has sparked a frenzy in New York City, with dedicated shoppers camping out overnight to secure their coveted items. The sale, which began on October 23, 2025, at 10 a.m., has quickly become a cultural phenomenon, with some individuals reportedly paying for line-sitters to hold their places.

By 8:40 a.m. Thursday morning, Gigi Principe had already spent over nine hours in line, claiming the No. 1 spot. However, she wasn’t shopping for herself; Principe is a line-sitter for the company Same Ole Line Dudes, which has gained traction for providing professional line-holding services. As luxury items from The Row, known for their “quiet luxury” aesthetic, are typically out of reach, Principe’s role highlights the lengths to which shoppers will go to score deals, even at a 75% markdown.

The Row’s offerings include high-end apparel like $550 tees, $2,700 scarves, and $6,000 bags, captivating a clientele eager for exclusivity. The sale has been dubbed “the Super Bowl of all sample sales” by Robert Samuel, the founder of Same Ole Line Dudes. Samuel reported being fully booked with 61 line-sitters on the first day, and 35 on the second, as consumers pay sitters $25 an hour plus additional fees for early arrivals.

As shoppers exchanged stories and refreshments while waiting, some even coordinated bathroom breaks, showcasing the camaraderie among line-sitters. When strict rules against tents and chairs were introduced, they quickly adapted, moving to another spot to remain close to the entrance.

The luxury market is currently experiencing a downturn, according to McKinsey’s State of Luxury report, yet the demand for brands like The Row remains strong. Shoppers are prioritizing quality over quantity, with many willing to spend thousands for items that signify status without overt branding. One personal shopper revealed she spent $1,619 for items worth nearly $6,500 at retail.

The sale has attracted buyers from beyond New York, including international clients who engage personal shoppers to navigate the exclusive event. The allure of The Row’s designs—minimalist and well-crafted—continues to draw a dedicated following eager for rare finds.

As the sale progresses, the atmosphere remains electric, with speculation about what exclusive pieces might still be available. Whether buyers are there for the thrill of the hunt or the promise of luxury, the excitement is palpable.

With many shoppers set on budgets as high as $5,000, the line outside The Row’s sample sale is a testament to the brand’s enduring appeal. The divide among onlookers is clear: some view the spectacle as madness, while others see it as an opportunity for incredible deals.

As the sale continues, more reports and videos of shoppers’ haul experiences are flooding social media, further fueling the hype around The Row. For those who missed out, the buzz surrounding this event serves as a reminder of the potent allure of high-end fashion and the lengths individuals will go to obtain it.

Stay tuned for more updates as the sale unfolds, and watch for insights from those who dare to brave the lines for a chance at luxury.