PURPOSE: To supply label display portion on the cloth at the position inside of the rim, with a mechanism wherein a holding member pinching part of the label moves to a sewing position, a protruded label end comes in contact with the rim of the table or cloth to bend in the direction opposite to the direction of the movement of the holding member.

CONSTITUTION: A label belt 10 is severed at a cutting device 3 and a label table 4, the front end 65a and rear end 65b constitute an end for sewing, and the intermediate portion 65c provides a display portion. Then pushed-in piece 31 pushes the intermediate portion of the label 65 on the label table 4 to be pushed in the receiving part of a holding member 6. Then the holding member 6 is transferred horizontally with a sending device 42. When the member comes close to the sewing position B, the lower half of the protruded part 65c comes in contact with a table 53. If the member still continue to move, the protruded part 65d bend in the direction opposite to the direction of the movement of the member 6. The holding member 6 reaches the sewing position B. The ends for sewing 65a, 65b overlaps on the rim 64a of the cloth 64 while the display part 65c is positioned on the cloth inside of the rim 64a. In the next transfer process, the head of the sewing machine sews the end of the label 65 for sewing on the rim 64a of the cloth 64.