UPDATE: The frenzy surrounding The Row’s sample sale in New York City has reached a peak, with customers camped overnight to secure their spots. As of October 23, 2025, reports reveal that some individuals are even paying hundreds of dollars for line-sitters to wait in line for them.
At just 8:40 AM on Thursday, a crowd had formed outside the iconic sale, which began to attract attention the previous day at 10 AM. Among them was Gigi Principe, who had already spent over nine hours waiting. Surprisingly, Principe, a line-sitter for the company Same Ole Line Dudes, admitted she wasn’t shopping for herself, stating the prices were far too steep, even with discounts of up to 75%.
The Row, founded by Mary-Kate and Ashley Olsen, is known for its minimalist luxury items, including a $550 white cotton tee, $2,700 scarves, and $6,000 bags. The brand epitomizes the “quiet luxury” trend that has captivated high-end fashion enthusiasts for years.
As the sale unfolded, the atmosphere was charged with anticipation. Some waited patiently with coffee, while others read or worked on laptops. The owner of Same Ole Line Dudes, Robert Samuel, described the event as “the Super Bowl of all sample sales,” revealing that his company had sold out bookings with 61 on Wednesday and 35 on Thursday alone. Customers typically pay sitters $25 an hour, plus additional fees for early arrivals.
The demand for line-sitters reflects the lengths to which shoppers will go for The Row’s exclusive offerings. By my calculations, a customer hiring a sitter to arrive at 7 PM the night before would pay around $365 before even stepping into the sale.
Customers are not just using line-sitters; they are also investing heavily in luxury goods. One personal shopper shared a receipt for $1,619 for three pairs of shoes and a coat, which would have retail for nearly $6,500. The international appeal of The Row is evident, with clients from faraway places like Australia willing to pay for shipping and service fees.
Despite a reported slowdown in the luxury sector, the demand for quiet luxury remains robust. A McKinsey report indicates that consumers are increasingly favoring luxury experiences over material goods. However, on New York’s 18th Street, the desire for high-quality, understated fashion is still palpable.
Three women in their early thirties, each having hired a line-sitter, expressed their enthusiasm for the brand’s timeless quality. They were budgeting up to $5,000 for their purchases, highlighting the allure of The Row’s offerings.
Videos of The Row’s high-value hauls are dominating social media, further fueling the brand’s cult following. Inside the sale, phones are banned, and dressing rooms are communal, adding to the exclusivity of the experience.
As the sale continues to draw crowds, one customer who hired a line-sitter for 4 AM on the second day expressed her excitement but declined to disclose her total spending from the first day, only stating it was “a lot” but worth every penny.
With wealthier consumers continuing to drive the economy, The Row’s sample sale remains a hotspot in the luxury market. As shoppers navigate the line, opinions are divided between those who see the event as excessive and those who view the deals as unbeatable.
Stay tuned for further updates as this story develops and more shoppers flock to one of the season’s most anticipated luxury events.
