Guiding of narrow strip components of yieldable material is accomplished by applying a gentle drag to the strip which is greater near its edge more distant from the guide line or plane than in the strip closer to such guide line or plane. The drag is applied by positioning soft bristle brushes in an apparatus in a guide frame one sidewall of which provides the guide plane while the strip is continuously supported on a floor plate perpendicular to the plane. The strip can be supported by an air film introduced between the strip and the floor of the guide frame. A simple mechanism for swinging the brushes into and out of operating position is also disclosed. The foregoing abstract is not to be taken as limiting the invention of this application, and in order to understand the full nature and extent of the technical disclosure of this application, reference must be made to the accompanying drawing and the following detailed description.