Abstract: An improvement for attaching fastener strips to other objects wherein a strip of fastener material is formed into the surface of urethane foam or the like during molding in a mold. The fastener material comprises a backing strip having an outer surface adapted to mate with the foam material during molding and a fastener strip having an outer surface comprising one-half of a fastening system such as hook and loop fastening material. The backing strip and the fastener strip are attached to one another with their respective inner surfaces in face-to-face relationship with their outer surfaces facing outward. The fastener material fits within a longitudinal groove in the mold and the backing material overlaps the groove. The invention comprises an improved apparatus including a backing strip that is wider than the fastener strip and provides exposed strips on both sides of the fastener strip.