Soft sided bags having a flexible frame system are disclosed and described herein. A plurality of structure forming frame members engage guides in the bag body to provide the soft sided bag with a resilient structure, and to further provide content protection and accessibility. Soft sided bag may use structure forming frame members with varying levels of stiffness to provide a desired structure to the soft sided bag. A unique structure forming frame member is disclosed which includes an outer sheath and inner rod that gives the bag body structure, durability, flexibility, resiliency, and differing degrees of restorative force along one continuous member. Various non-limiting configurations are disclosed that provide the soft sided bag with a desired shape as well as the ability to collapse to smaller configurations.