To prevent the generation of feeding pitch errors or the like by providing a pair of rollers to be in press contact with cloth near a needle location point, disposing an optical line sensor in front of the needle location point, detecting the position and curvature of a cloth end based on light shielding signals from the sensor and controlling the rotation of the respective rollers.

Feeding rollers 6AL and 6AR for an upper cloth and the feeding rollers 6UL and 6UR for a lower cloth parallelized in a cloth feeding direction are disposed on both sides of the needle location point on the throat plate 8 of a sewing machine and the optical line sensor for which a surface light emission LED panel and a solar cell 4 are oppositely arranged so as to be overlapped in a vertical direction is provided in front of the needle location point. Then, analog signals corresponding to the light quantity of the solar cell 4 are inputted through an amplifier 7 and an A/D converter 8 to a control means 11. The position of the cloth end is detected there, a sewing margin at the needle location point A of a needle 2 is turned to a prescribed value corresponding to the detected result and an appropriate rotation rate is supplied to the respective rollers 6AL-6UR so as to fix the speed.