Ultramod, historic haberdashery and Paris' best-kept secret since 1830

Adorned with its finest ribbons and braids, Ultramod has stood as the temple of haberdashery in Paris since 1830. This emblematic brand, which has become a staple in the world of couture and decoration, has reinvented itself over the decades to remain at the pinnacle of its art.

In its early days, Ultramod was the go-to place for hatmakers, offering them an endless range of ribbons, grosgrain and felts. But from the 20s to the 40s, when the hat crisis cast a dark shadow over the market, Ultramod changed course! The store turned to trimmings and general haberdashery, transforming itself into a place where quality materials were within the reach of every seamstress and housewife.

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It was in 1956 that the company adopted the name we know today, and established its reputation by purchasing precious stocks from factories in Northern France, rescued from the rubble of the Second World War. These treasures constitute a unique collection of rare items: antique velvet ribbons, "angel skin" silks, moires and rabbit hair felts, some of which were destined for the Queen of England. These felts, christened with royal names such as Elisabeth or Margareth, have found a home at Ultramod and become emblematic pieces of the boutique.

Today, Ultramod still spans two emblematic addresses, one opposite the other: 3 and 4 rue de Choiseul, in Paris's 2nd arrondissement. But not for much longer, alas... The shop at 3, with its authentic charm and museum-like atmosphere, is soon to bow out, a victim of a real estate takeover.
It's this same historic cachet that has seduced film personalities such as Luc Besson, who chose this timeless setting for a scene in his next feature film, or the costume designers for the film The Count of Montecristo, who found the ideal supplies here to recreate period costumes.

Destockage de la plus ancienne mercerie de Paris: vintage ribbons and trimmings - last days
The oldest haberdashery in Paris, Ultramod, is organizing a major couture clearance sale! Before one of its two boutiques on rue de Choiseul (3) closes, take advantage of a 50% discount on a selection of unique vintage items, from antique ribbons to rabbit-hair felts, from a minimum purchase of €100, until September 15, 2024. [Read more]

This closure marks the end of an era, but not the end of the treasures of yesteryear and century-old furniture, which will move to 4 Choiseul and the new showroom some fifteen minutes away, promising to continue enchanting haberdashery enthusiasts.

As for 4 rue de Choiseul, it remains a joyful bazaar of colors and textures. From vintage buttons that have stood the test of time, 1940s duchesse satins prized by the great Parisian jewelers for their jewel cases, threads of all kinds and leather camellias vying for elegance, the address is an unmissable goldmine for any designer in search of inspiration.

Much more than the capital's oldest haberdashery, Ultramod is a living museum of haberdashery, a veritable place of pilgrimage for milliners, hatmakers and designers from all over the world, who flock to Paris fascinated by the quality of materials found nowhere else.