Sensitive roll material sometimes arrives boxed and supported by end boards, which can limit material handling options. This featured lift includes a swiveling continuous sling, a simple and versatile solution. As materials are picked up from a pallet, this lift allows the user to easily and ergonomically lift, rotate, and load the roll onto other equipment. The detachable sling can also be removed and used with any number of below-the-hook attachments, for other lifting tasks.