BREAKING: The Row’s exclusive sample sale in New York City has created a frenzy, with dedicated shoppers waiting in line for hours and some even hiring line-sitters to secure their spots. As of October 23, 2025, the demand for the luxury brand’s offerings is surging, showcasing the enduring appeal of “quiet luxury.”
By 8:40 AM this morning, Gigi Principe had already been in line for over nine hours, claiming the top position at what many consider New York City’s most sought-after sale this week. Principe, however, isn’t shopping for herself; she is one of the many hired line-sitters, a growing trend at high-demand events like this one.
The Row, known for its minimalist aesthetic, features items like $550 cotton tees, $2,700 scarves, and $6,000 bags, epitomizing the quiet luxury trend that has captivated affluent consumers. The sale officially opened to the public at 10 AM on Wednesday, but many began lining up the night before to secure their access to heavily discounted items.
According to Robert Samuel, founder of line-sitting service Same Ole Line Dudes, this event is “the Super Bowl of all sample sales.” He reported being fully booked with 61 reservations on Wednesday and 35 on Thursday. Customers typically pay around $25 an hour for line-sitters, with additional fees for early arrival and bad weather. Those who hired sitters to show up at 7 PM on Tuesday spent approximately $365 before even entering the sale.
Principe mentioned that line-sitters coordinate bathroom breaks and food runs, fostering a sense of community among those waiting. After new signs appeared banning chairs and tents, the earliest arrivals quickly adapted to maintain their spots.
The sale’s allure extends beyond just line-sitting. One personal shopper revealed she had purchased items for clients from as far away as Australia, spending $1,619 for three pairs of shoes and a coat that would have retailed for nearly $6,500. This trend indicates that despite a broader slowdown in the luxury sector, the appetite for high-quality, discreetly branded items remains strong.
While McKinsey’s State of Luxury report indicates a significant slowdown in luxury spending overall, the demand for The Row’s clothing, reminiscent of styles seen in the hit series “Succession,” is still robust. Shoppers are not only purchasing items but documenting their experiences for social media, further amplifying The Row’s allure.
For many, the decision to invest in these luxury pieces is justified by their quality and longevity. A group of three women in their early 30s, who had hired a line-sitter, expressed their excitement about the sale and their budget of $5,000 each. One even filmed her experience for TikTok, highlighting the social aspect of luxury shopping.
As the sale continues, the line remains a spectacle, with some customers returning for multiple days. A woman who hired a line-sitter for 4 AM on Thursday emphasized that the items she purchased were “completely worth the splurge,” although she hesitated to disclose the total cost.
The Row’s sample sale exemplifies the ongoing desire for luxury goods among wealthy consumers, despite broader industry challenges. The excitement surrounding this event suggests that the quiet luxury trend is not just alive but thriving, making it a must-watch for those interested in high-end fashion.
Stay tuned for more updates as the sale progresses and new developments unfold.
