The clothing they sell isn’t my style (I don’t dress well enough to even use the word “style”), but if it were, I’d feel comfortable buying from Duane.
You get to the home page and there he is, talking to us honestly about what they do and how they do it. He's not trying to sound like something he's not. In fact, he wants you to know that his store isn't one of the big guys. He's reveling in being small. Makes them seem more trustworthy to me. I feel like I can count on Duane.
Not a bad way to write a website…or a college application.