Abstract: A collar attachment station having an automatic collar loading system that includes a pair of guide rollers about which a circular collar is received. The guide rollers have a substantially conical construction and a roughened outer surface. As the guide rollers are rotated, the collar is drawn along the roughened surface of the guide rollers and into a sewing position beneath the sewing needle and presser foot of a sewing machine for the collar attachment station. A shirt body is placed over the collar and the collar and shirt body are expanded, and the edges of the collar and the neck opening of the shirt body are sewn together to attach the collar to the shirt body.