Every piece of clothing has a story: There's far more to a $155 polo shirt than a yard of fabric, four buttons and a length of thread.

The tale of a KP MacLane polo shirt offers a rare look inside the planning and global transactions behind the clothes people wear. To begin, though, there is an actual KP MacLane—Katherine, who founded the brand with her husband, Jared MacLane.

The MacLanes met while working as sales managers at Hermès in Beverly Hills. They shared a fondness for polo shirts, and their closets were full of versions by Ralph Lauren, Hermès, Lacoste, J.Crew, Vineyard Vines and others. When they decided to move to Atlanta and launch an entrepreneurial venture last year, their minds went to those polos. "From the beginning, we knew we love classic pieces," says Ms. MacLane. Mr. MacLane adds, "We want to take it to the next level."

A notable facet of the fashion industry is that the barriers to entry are low. Etsy is full of items sewn in someone's spare bedroom. Many big-name designers started small. Thakoon Panichgul sold his first collection from an upturned trash can in a lower-Manhattan warehouse, and Zac Posen sold his concept from his parents' living room.

While that gives new entrants hope, it also creates a big risk. Stores are full of clothes from brands that disappear too quickly to recall. Standing out is a challenge.