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. The substantially cylindrical portion 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 and the surface of the structure is filled with a skirt. A retaining member (74) is positioned over the substantially cylindrical portion for securing the flexible web material on the fastening member. 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.
