La Moderna opened its doors in 1909 and quickly achieved great popularity due to its excellent cuts and lively discussions about the bullfight. Founded by Barber Alfonso de Brito, it’s still a family business, run by his grandson Alfonso.
The shop conserves its original appearance, apart from some remodelling following the Spanish Civil War. Passers-by regularly stop to look in the window at the scene conserved here: tiled walls, high ceilings, modernist mirrors, old armchairs and photos from the turn of the 20th century.
Collectables decorate the window displays, including perfume bottles, lavender water, shaving bowls and old-fashioned hairdryers. La Moderna still offers razor cuts, as well as moustache and beard styling, and even does home visits.