To provide a label supplier of a simple structure without faults in a sewing machine for rolled-hemming a cloth end.

As for this label supplier of the sewing machine for rolled- hemming the cloth end, a pipe-like chute 2 parallel to the cloth feeding direction of the sewing machine 15 is provided in front of a sewing machine needle 16, an air jetting port 5 for jetting compressed air to a jetting port is provided near an exit 3 at the front end of the chute 2 and the exit 3 at the front end of the chute 2 is arranged so as to face the sewing machine needle 16. By blowing in the compressed air from the air jetting port 5 into the chute 2, a label 9 inserted from an entrance 4 provided on the rear end of the chute 2 is transferred to the lower part of the sewing machine needle 16.