Puffy bag is one of the fashion products that has its own charm. Currently, there are many well-known fashion brands that sell this type of puffy bag. However, most of the products found have the same stitching pattern, which is in the form of a symmetrical pattern. The effect of the similarity of the stitching pattern will be to create a boredom point from potential users and end up not buying. To prevent this, this puffy bag type product can continue to be developed, both in terms of technique and visuals. Product development is carried out to give a new feel to the puffy bag. In this research, the author will develop a puffy bag by exploring quilting sewing techniques combined with cultural nuances. The research methods to be used are literature study, exploration of quilting sewing techniques, material selection, and production process. In addition, the author also collected primary data through observations and interviews with related parties. Starting from product users, research and development of bag product companies, production teams and so on. Based on these data, the author will combine the concepts of ethnic, colorful, and textured in the puffy bag product that will be made. The author uses Surabaya city ornaments as an emphasis on the ethnic concept. The selection of the motif is based on the author’s desire to take a small step to contribute to maintaining the existence of ornamental varieties from his hometown, Surabaya. In the end, this design will produce a totebag type product with a puffy texture. The bag will depict the visual of Surabaya’s decorative variety uniquely and beautifully. In conclusion, this research will produce a puffy bag product by emphasizing the exploration of quilting sewing techniques and has an attractive cultural concept to continue to be developed.