Method of and apparatus for controlling a weft thread in a shuttleless loom, particularly a shuttleless weft-change loom. The apparatus has a rotary measuring device provided with a winding arm. In accordance with the invention, the weft thread is variably braked between a measuring point and a weft thread supply. In the apparatus of the invention the winding arm is provided with an open thread guide, and adjacent the measuring drum there is provided at least a pair of controlled presenter levers, the presenter levers preceded by positively controlled thread brakes.