Overnight Campers Flock to The Row’s Sample Sale in NYC

UPDATE: The Row’s sample sale in New York City has drawn massive crowds with some campers waiting overnight for a chance to snag exclusive deals. As of October 23, 2025, shoppers are lining up for hours, fueled by the allure of discounted luxury items from the brand known for its “quiet luxury” aesthetic.

The event kicked off at 10 a.m. on Wednesday, and by Thursday morning, the scene was electric. Gigi Principe, who had been in line for over nine hours, held the coveted No. 1 spot. Interestingly, she wasn’t there to shop for herself; rather, she was one of many hired line-sitters, taking advantage of the high demand for entry into this exclusive sale.

With items priced at a staggering $550 for basic tees and up to $6,000 for bags, the discounts of up to 75% off retail prices have attracted serious shoppers willing to spend thousands. The Row’s offerings epitomize a trend that blends luxury with minimalism, devoid of overt branding.

The atmosphere in line was a mix of anticipation and camaraderie, as some sipped coffee while others engaged in conversation or worked on laptops. “It felt like the Super Bowl of all sample sales,” said Robert Samuel, founder of the line-sitting service Same Ole Line Dudes, which had a staggering 61 bookings on the first day of the sale alone. Customers pay sitters $25 an hour, plus extra fees for early arrivals and adverse weather.

One shopper, who preferred to remain anonymous, revealed she hired a line-sitter starting at 4 a.m. for the second day, having already spent a hefty $1,619 on just three pairs of shoes and a coat. This was a fraction of the items’ original price, which would have totaled nearly $6,500.

Despite a general slowdown in the luxury market, demand for The Row remains robust. Shoppers expressed a preference for the brand’s quality craftsmanship and understated designs. “They have a cult following,” said one personal shopper who assists clients from around the world. The exclusivity and lack of visible logos appeal to a clientele that values both style and sophistication.

Social media buzz surrounds the sale, with numerous videos showcasing lavish hauls worth tens of thousands of dollars. However, the experience is not without its quirks—phones are taped, bags are limited, and dressing rooms are shared.

As the sale progresses, the atmosphere grows more electric, with shoppers debating whether the deals justify the wait. “The audience is divided into ‘These people are crazy’ and ‘What a crazy deal,'” one returning shopper noted, highlighting the polarizing nature of luxury shopping.

As this event unfolds, the question remains: will the allure of The Row’s exclusive offerings continue to draw eager buyers, or will the trend wane? For now, the line continues to grow, and the excitement shows no signs of slowing down.

Stay tuned for more updates on this developing story as the fashion world’s elite indulge in the latest offerings from The Row.