In this paper, the author takes the approach that value is a judgment that people make about things based on desire, and the potential of the effects those things engender. On this basis, she argues that there are five principle ways that people desire objects: through material properties; in expense and exclusivity; as materials with conspicuous, sensory appeal; through object biography; and where objects can be substituted one for another, an attribute known as fungibility. These principles provide a multiple perspective through which to investigate why and how people desire things. This approach to value is explored through a case study of the desirability of textiles during the emergence of the early urban centres in central and northern Italy (900-500 BC) within its wider geographical setting. Addressing desirability, rather than fixed concepts of luxury, wealth or prestige, opens up questions as to how and why materials and objects are valued across social matrices and according to changing ambitions during the life course. KEYWORDS Value; desirability; Mediterranean; Etruscan; textiles; representational artefacts 1. From value to desirability 'Value' is a perennial topic in archaeology. For archaeologists faced with the material world of others, a concept of value is essential to interrogating people's decisions surrounding the material culture they make, transact and use. Recently, research has moved away from a strict definition of value found in monetary worth and measure, towards a concept of value where the interconnectedness of people, objects and things (Bokern and Rowan 2014, 2), and mutable categories of value, incorporating bodies, places and objects (Papadopoulos and Urton 2012, 21) is the new status quo, leading to 'unashamedly synthetic approaches to object value' (Bevan 2010, 36). Value then is a broad concept, found in the significance, relevance, worth, sentiment and potential of an object, material or thing (see Porter [2012, 337]). And value is found in all manner of things, material and immaterial: metal, beads, jewellery, coins, ceramics, statues, textiles, gardens, buildings, abilities and events, to name the most obvious. When addressing value, one of the crucial questions that recurs is desirability. Why do people desire things? What is the allure of worldly goods? Why do people want stuff? To Simmel, writing on the philosophy of money, value is not an inherent property of an object (thought or event) in the way that colour or temperature can be, but a subjective judgement made by people (Simmel 1978, 59-63 [1907]). From this, he asserts that value is found in the longing for things that resist our desires, that raise possibilities to us, that in the moment before they are ours create the frustration of wanting (Simmel 1978, 66-8). In this juncture of desiring, value is created though the