A label and label attaching device for attaching a label onto a backing sheet. The label has a protruding apex portion, side surfaces defined when the label is folded at the apex and end portions at the outer base ends of the side surfaces. A label sheet is formed by temporarily attaching labels to a backing sheet. Prior to attachment, an intermediate portion of the label protrudes from its back surface to its front surface in a folded chevron shape. Outer end portions of the side surfaces project out from the side surfaces and the outer end portions are temporarily attached to the backing sheet with the folded portion protruding. The attaching device has two divided bodies to which the outer end portions are temporarily attracted. The divided bodies are movable together and apart to define the folded label. Then the label holding unit moves the folded label to an attaching position on the backing sheet which is moving past.