Abstract: A safety attachment purse hook is provided with a hook and loop type fastening strip, of the type sold under the trademark VELCRO, for cooperation with a VELCRO fastening strip secured to a shoulder portion of a jacket or coat. The hook allows the strap of a pocketbook or purse to be retained to the shoulder of the jacket or coat. The cooperating VELCRO fastening strips provide a safety release which prevents injury to an individual if an excessive force is exerted on the purse strap. In a second embodiemnt, a spring biased latching mechanism is provided for retaining the purse strap securely within the hook. An alarm is included in a housing portion of the hook and actuated upon disengagement of the cooperating VELCRO fastening strips on the hook and on the jacket.