Abstract: A fastening system 60 for fastening a flexible web material, such as shade cloth, to a structure comprises an elongate fastening member 62 having a substantially cylindrical portion 64. The substantially cylindrical portion 64 is mounted spaced apart from a surface of the structure to facilitate securing of the flexible web material to the fastening member. The space between the substantially cylindrical portion 64 and the surface of the structure is filled with a skirt 72. A retaining member 74 is positioned over the substantially cylindrical portion 64 for securing the flexible web material on the fastening member 62. The fastening system allows for easy replacement of damaged or worn shade cloth, and allows for re-use of the existing fastening system for positioning of new shade cloth.