Abstract: An applicator and method for applying hook and loop fasteners to a product. The apparatus comprises a web assembly having a storage member that stores a web containing a plurality of hook and loop fasteners. The web assembly further has a distribution assembly that reciprocatably distributes portions of the web from the storage member. A transfer assembly receives the web from the distribution assembly and transfers the web to an applicator. A control assembly communicates the position of the product to the applicator and directs the applicator to drive the portion of the web through the applicator. At a high speed rate, the applicator removes the hook and loop fasteners from the portion of the web and deposits the hook and loop fasteners on predetermined areas of the product.