The front flap is hand-embroidered using a traditional Japanese quilting technique called Sashiko. Sashiko is centuries old and was used to reinforce points of wear on clothing. I am in love with this stitch. It looks complex but is quite simple to do, I actually find it very soothing.
I also embroidered a cat on one of the inside pockets. Turned out pretty cute. These bags are being sold as custom made (you can choose the fabric and colors, etc..) on my Etsy shop, DaffodilHut. You'll find more detailed information there.