Urgent: The Row’s Sample Sale Sparks Overnight Line-Sitting Craze

UPDATE: The Row’s exclusive sample sale in New York City has ignited a frenzy, with shoppers camping out overnight just to snag luxury items at a staggering 75% markdown. As of October 23, 2025, reports reveal that some individuals even hired line-sitters, paying them hundreds of dollars to secure coveted spots in line.

At approximately 10 a.m., the public sale opened, drawing a massive crowd eager for deals on high-end fashion items. Gigi Principe, who had been waiting in line for over nine hours, held the No. 1 position at what many consider the hardest door to enter this week. Despite the allure of $550 white cotton tees and $6,000 bags, Principe admitted she was not shopping for herself but was a line-sitter for hire.

The line-sitting service, Same Ole Line Dudes, founded by Robert Samuel in 2012, reported a staggering 61 bookings on the first day of the sale alone. Samuel describes this event as “the Super Bowl of all sample sales,” reflecting its significance in the luxury shopping realm. Customers pay sitters $25 an hour, with additional fees for early arrivals and inclement weather, leading to costs that can easily exceed $365 for a prime spot in line.

As excitement builds, some shoppers are willing to spend thousands. One personal shopper revealed she purchased $1,619 worth of merchandise for clients, showcasing the strong demand for The Row’s minimalist fashion. “They have a cult following,” she said, emphasizing the brand’s appeal for its understated luxury without visible logos.

Despite a general slowdown in the luxury sector, as noted in McKinsey’s recent report, the desire for high-quality, “quiet luxury” remains robust, especially on Manhattan’s 18th Street. Many shoppers, including groups of women who hired line-sitters, set budgets around $5,000, indicating their serious intent to capitalize on this sale.

Videos and social media posts are already flooding the internet, offering glimpses into the sale experience, where phones are taped and dressing rooms are communal. The atmosphere outside the sale is electric, with attendees sharing tips and coordinating strategies to maximize their time in line.

As the sale continues, many are left to wonder what the next day holds. A repeat attendee who took the day off work for the event shared her experience, stating, “A lot,” when asked how much her purchases cost, hinting at the significant expenditures typical of this exclusive shopping event.

The Row sample sale is not just another shopping event; it represents a cultural moment where luxury, exclusivity, and community converge, making it a must-watch for fashion enthusiasts and industry insiders alike. Stay tuned for more updates on this developing story as the sale unfolds.