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Bali began in 1927 as Fay-Miss(a play on the word famous), a small business owned and operated by Sarah Stein and her husband Sam. Sarah who worked for a bra manufacturer believed she could design and manufacture a more appealing and functional brasserie. The priority they placed on quality, performance, fit, and comfort were the keys to their success.
Sarah and Sam became known for decades after as innovators designing the first all cotton, and bias cup brasserie. In 1969 with the Steins retirement Hanes Corporation obtained control which later became Sarah Lee.

Hanesbrands, a spin off of Sara Lee now includes well known intimate apparel lines such as *Playtex, , Barely There,Wonderbra, and Hanes Her Way.