Would you wake up at the crack of dawn for the perfect sundress?
At the crack of dawn yesterday, shoppers flocked to SoHo for a sample sale at Reformation — an eco-chic clothing brand beloved by willowy stars including Karlie Kloss, Taylor Swift and Emily Ratajowski — eager to snap up $400 dresses for as little as $40.
“[We were scheduled] to clock in at 8:30 am, but the line was established long before that . . . around 5:30 or 6,” security guard Daryl Jervis, 28, tells The Post.
By the time doors opened at 9 a.m., he says, the line snaked around the entire block.
Some customers were irritated by the wait because of the hot weather, and were desperately trying to find shade in the almost 90-degree heat, another greeter tells The Post.
Shoppers, who were given numbered tickets once they entered the roped-off line, appeared to be working remotely on laptops and taking business calls while they waited.
One customer tells The Post that one line-waiter called her boss, claiming she had gastroenterologist appointment so she could stick it out at the sale.
Another shopper complained about line-skippers who seemed to waltz to the front of the line without the requisite tickets. (One line-skipper’s defense: “I know someone here, so that’s how that happened.”)
Still, some were pleasantly surprised by the line’s culture.
“Everybody was very nice and holding spots so people could get coffees,” Olivia Khoshatefeh, 26, tells The Post. “Somebody held a spot for me. There was some sisterhood happening.”
The sale runs through Sunday, June 24.