The amount of noise The Row’s annual sample sale generated last weekend was perhaps antithetical to the brand’s ultimate quiet luxury status. But what else could be expected? The brand’s legions of fans swarmed for the chance to purchase coveted pieces at 75% off, some partaking in eight-hour queues.

After scoring deals, they posted about them, mostly on TikTok. They came with receipts: one TikToker got a $3,000 blazer for $750. Another paid $487.50 for a cashmere sweater that was originally $1,950. A $13,500 coat was down to $3,375. Some commenters lamented not being in the city; many more marvelled at the high prices for pieces like simple black sweaters. Content creators jumped in, with parodies of the multi-thousand-dollar hauls.

Traditionally, sample sales are how brands clear exces

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