I love simple things. Too often people mistake grandiosity with quality - and in the process over look the good that can be found in the slightly understated.
Amtrea illustrates how a tshirt site can be small and simple and still work really well. While there may only be 5 shirts, the site has a very pleasant feel to it - with nice design, easy navigation and, of course, cool shirts. A great example of how a small business doesn't need all the bells and whistles to make their mark.