A button-substitute fastening device for use with a companion surface fastener member (20), comprises: a generally-C-cross-section support body (10) molded of thermoplastic synthetic resin and having substantially parallel first and second plates (11, 12) integrally joined at their one ends by a connecting portion (13); a multiplicity of engaging elements (15, 17b) standing upright on an outer surface of the second plate (12) and adapted for engagement with engaging elements (20a) of the companion surface fastener member (20); the first plate (11) having on its outer surface an arbitrary ornamental design (11a); and a pull-up tab (14, 104) integrally projecting outwardly from the connector (13) in parallel to the first and second plates (11, 12).