The method of stiffening the ends for shirt collars or the liner therefore is achieved by first forming an elongated polyester stiffening element or stay to be attached to the collar or collar liner. At least one side of the stay is coated with a polyester heat fusible film. The stay is placed within the ends of the collar with the polyester film placed adjacent the material to which the stay is to be at least temporarily attached after which heat is applied at a pre-determined temperature and for a predetermined period, preferably by an electric heating element to the area adjacent the stay thereby softening the polyester film carried by the stay to a point of causing the polyester film to soften and adhere to the adjacent material. The method is carried out preferably by a semi-automatic machine shown and described herein. The stays are placed in a stack at each side of the machine from which a single stay is removed and placed in each end of the collar or liner as the case may be. The machine is provided with a thin shelf at each side of the machine of substantially the same configuration as the collar ends over which the ends of a collar or liner are drawn by a machine element until the outer ends of the collar or collar liner are substantially in contact with the outer edges of the shelf where automatic heating elements are applied to the area of the stay for applying the stay to the collar or lining.