Overnight Campers Line Up for The Row’s Exclusive Sample Sale

UPDATE: Enthusiastic shoppers are currently lining up for The Row’s highly anticipated sample sale in New York City, with some camping overnight to secure prized fashion items. As of 8:40 AM on October 23, 2025, the excitement is palpable, with a mix of dedicated fans and hired line-sitters eager to access exclusive deals.

Amidst the luxury fashion frenzy, Gigi Principe has been waiting for over nine hours. Despite her patience, she isn’t shopping for herself; she’s one of many hired sitters from the line-sitting service, Same Ole Line Dudes. The allure of The Row, known for its understated yet luxurious pieces, has drawn a crowd willing to pay for the experience, even at steep prices.

The sale offers discounts of up to 75%, yet prices for items remain high—think $550 for a basic tee and up to $6,000 for bags. As Principe put it, while the markdowns are enticing, the luxury brand’s prices are still out of reach for many shoppers, driving demand for line-sitters like her.

Robert Samuel, the founder of Same Ole Line Dudes, described this event as “the Super Bowl of all sample sales.” He reported being completely booked with 61 reservations for Wednesday and another 35 for Thursday, showcasing the immense interest in this exclusive shopping opportunity. Customers pay sitters $25 per hour, with additional fees for early arrivals and inclement weather.

Principe and her fellow sitters have developed a close-knit community, coordinating bathroom breaks and meals while waiting. When new restrictions against tents and chairs were announced, they swiftly adjusted by relocating to comply with the rules.

Shoppers are not just hiring line-sitters; they are also spending significant amounts. One personal shopper revealed she spent $1,619 for three pairs of shoes and a coat that would have cost almost $6,500 at retail. The international demand for The Row remains strong, with clients from as far as Australia willing to pay for shipping and tariffs.

Despite a broader slowdown in the luxury market, the demand for The Row’s minimalist designs shows no sign of fading. “They have a cult following,” one shopper said. “People really want quiet luxury.” The fashion industry is seeing a shift toward experiences rather than mere products, but the fervor for high-quality, logo-free clothing is still thriving.

As the sale unfolds, social media buzzes with videos and posts showcasing the treasures found within The Row’s sample sale. Shoppers are eager to share their experiences, despite the strict rules inside the venue—phones are taped, and communal dressing rooms are the norm.

Some line-waiters, like a 37-year-old who chose to remain anonymous, returned for a second day, having paid someone to stand in line from 4 AM. She hesitated to disclose her spending but confirmed it was “a lot,” emphasizing that the investment was worth it.

The atmosphere is electric, with the crowd divided between those who see the dedication as madness and others who recognize the incredible value. As Principe prepares for the sale to open, the anticipation is building, proving that The Row’s allure continues to captivate luxury shoppers.

Stay tuned for updates as this story develops, and watch for more insights from inside the exclusive sale.