Abstract: Continuous unseamed lengths of embroidered fabric are produced by a special process and apparatus therefor. Fabric to be embroidered upon is pulled off a vertical bolt and engaged at its upper edge by pins on an endless belt which is actuated to advance the fabric across the face of an embroidery apparatus. Then the lower edge of the fabric is tensioned transversely. Embroidery proceeds and then the embroidery yarns are cut. A release member disengages the lower edge of the fabric, the belt is actuated to advance the fabric, disengage its upper edge from its pins, to move the embroidered fabric onto a collection bolt and to position a new section of the fabric in the embroidery area. The upstream rear end of the embroidered section of fabric is registered so the new embroidery will be continuous with that just completed, and the operation is repeated.