UPDATE: The scene at The Row’s sample sale in New York City is nothing short of extraordinary as dedicated shoppers camped out overnight for the chance to snag high-end fashion at steep discounts. The sale, which began at 10 a.m. on Wednesday, October 22, 2025, has drawn enthusiasts willing to pay hundreds of dollars for line-sitters to secure their spots.
At the forefront of this bustling crowd is Gigi Principe, who had already endured more than nine hours in line by the time she spoke to reporters. Principe, just 26 years old, holds the coveted No. 1 position at what many are calling “the hardest door” to access this week. Surprisingly, she is not shopping for herself; instead, she is among a growing trend of hired line-sitters, taking advantage of the luxury brand’s 75% markdowns.
The Row, founded by fashion icons Mary-Kate and Ashley Olsen, is known for its understated elegance, featuring items like $550 white cotton tees, $2,700 scarves, and $6,000 bags. The brand epitomizes the “quiet luxury” trend that has captivated high-end fashion consumers for years.
As the sun rose on Thursday morning, the line continued to grow, with customers sipping coffee and unwrapping bagels, while others brought folding chairs or even laptops to pass the time. Principe, working with the line-sitting service Same Ole Line Dudes, revealed that her job often involves waiting in line for everything from exclusive restaurant openings to major corporate events.
Robert Samuel, founder of Same Ole Line Dudes, described the sample sale as “the Super Bowl of all sample sales,” and confirmed that he was fully booked with 61 bookings on the first day and 35 on the second day. Clients pay line-sitters $25 an hour, plus an additional $15 for early arrivals, making it a lucrative business. For those arriving early, a total of $365 could be spent just to secure a spot ahead of the sale.
As customers eagerly await their turn, they share strategies for managing their time in line. “We look out for each other,” Principe stated, explaining how sitters coordinate bathroom breaks and food runs. When the rules changed suddenly, disallowing tents and chairs overnight, the earliest arrivals adapted by shifting to a different area to maintain their spots.
The demand for The Row’s designs remains strong, despite a broader slowdown in the luxury sector. A personal shopper at the sale reported spending $1,619 for three pairs of shoes and a coat, items that would have cost nearly $6,500 at retail. The allure of The Row’s minimalist designs and high-quality materials continues to draw a dedicated clientele, even from overseas.
Many shoppers express a sense of urgency and excitement as they navigate the long wait. One woman, who preferred to remain anonymous, disclosed that she had taken the day off work to attend the sale, highlighting the lengths to which fans of the brand will go. “It’s a lot,” she said sheepishly about her purchases, adding they were worth every penny.
As the sale progresses, social media buzzes with excitement, filled with videos showcasing impressive hauls and the unique experience of shopping at The Row. With dressing rooms that are communal and phones prohibited, the atmosphere is both exclusive and electrifying.
The hunger for “quiet luxury” remains palpable as consumers are drawn to The Row’s offerings. Many shoppers, including three women in their early 30s, shared their anticipation and excitement, with one even filming for TikTok. The divide among onlookers is clear: while some view the scene as “crazy,” others see it as a perfect opportunity for incredible deals.
With the second day of the sale underway, it remains to be seen how much longer this fervor for minimalist luxury will continue. For now, The Row’s sample sale stands as a testament to the brand’s enduring appeal, captivating both loyal customers and new fans alike.
