Abstract: A label push-in element is provided under a label placed at a label rest position and a label retainer is disposed over the label. The push-in element is advanced upwards to force the intermediate portion of the label into the retainer and is retreated after the retainer has clipped the label. The retainer is moved horizontally to a sewing position over a cloth spread on a sewing machine table. While the retainer is moved the end portions of the label protruding from the retainer hits such an object near the sewing position as the edge of the table or the cloth and is folded towards the direction opposite to that of movement of the retainer. The end portions overlapped on the edge of the cloth are sewn by a sewing machine.