As a strip of material (14) is intermittently moved (21) along its length from a reel (15) it is heated (19) so as to remove its curl, it is cut (22) into segments in the form of collar stays, and adhesive (24) is applied to one surface of the collar stay segments. The individual collar stays (29) are then moved laterally into alignment with spaced collar template elements (31, 32), and then moved into overlying relationship with the pointed portions of the collar template elements (31, 32), and a worker manually inserts a partially completed collar structure (34) about the template elements. The worker presses the collar material against the adhesive on the collar stay and lifts both the collar and the collar stays from the templates, with the adhesive carrying the collar stays with the material. The collar stays are subsequently sewn (36) into the collar with top stitching (35) about the edge of the collar structure.