UPDATE: The Row’s sample sale in New York City has drawn crowds of dedicated shoppers, with some camping overnight for a chance to snag luxury items at 75% off.
On October 23, 2025, the scene outside the upscale brand’s sale was intense, with eager shoppers lining up as early as 7 p.m. the previous night. Gigi Principe, who secured the coveted No. 1 spot, waited for over nine hours—yet she wasn’t shopping for herself. Instead, she was one of many hired line-sitters, showcasing the extreme lengths fans will go for the allure of “quiet luxury.”
The Row, founded by Mary-Kate and Ashley Olsen, epitomizes understated elegance with items like $550 white tees, $2,700 scarves, and $6,000 bags. Despite the high retail prices, the cult following for the brand remains unshaken, as evidenced by the bustling line outside their sample sale.
As early as 10 a.m. Wednesday, the sale officially opened, drawing attention from fashion enthusiasts and personal shoppers alike. Many, like Principe, are workers from line-sitting services such as Same Ole Line Dudes, which boasts a clientele eager for a chance at high-end fashion deals. Robert Samuel, the founder, described this event as “the Super Bowl of all sample sales,” noting he had 61 bookings on Wednesday alone.
The pricing for line-sitters ranges from $25 an hour, plus an extra $15 for early arrivals. Customers looking to secure prime spots may find themselves paying upwards of $365 for a sitter to manage their place in line, a cost many deem worthwhile for the luxury items on offer.
Principe shared insights into the camaraderie among the hired sitters, who coordinate food runs and bathroom breaks, ensuring that everyone remains comfortable as they wait. When new restrictions were imposed on items allowed in line, the sitters swiftly adapted, moving to stay compliant while still securing their advantageous positions.
Additionally, personal shoppers are thriving in this environment, with one reporting a purchase totaling $1,619 for three pairs of shoes and a coat, originally valued at nearly $6,500. This highlights the international demand for The Row’s minimalist designs, with clients from as far as Australia eagerly participating in the sale.
Social media buzz fills the air, with videos showcasing the lavish hauls from the sale. Despite a general slowdown in the luxury sector, as noted in McKinsey’s recent report, the hunger for high-quality, logo-free fashion remains robust.
Potential customers have set budgets averaging $5,000 to secure their luxury finds, showcasing the genuine demand for The Row’s meticulously crafted pieces.
As the sale continues, the excitement is palpable, with shoppers divided between disbelief at the lengths some go to and admiration for the incredible deals. One anonymous shopper, who returned for a second day, expressed her excitement to a fellow buyer, saying, “You either think these people are crazy or see the incredible deals they’re getting.”
With the sample sale ongoing, expect more reports of the frenzy and the deals being made as New York City’s fashion scene comes alive. The Row’s event signifies not just a shopping opportunity but a cultural moment in the world of luxury fashion.
This high-stakes environment continues to draw attention, making it clear that the pursuit of “quiet luxury” is far from over. Keep an eye on the developments as more shoppers flood the line, eager to make their mark on this exclusive sale.
