They've got a pretty good head start on a lot of brands here but I think you can take a lot from them. A lot of people say a back story and about section doesn't matter that much to them and that is cool because I don't care for a lot of them either. BUT these guys got it on point, their about section ENHANCES their product and makes it more attractive not make it feel like its a bunch of fluff to make it seem better than it is. Don't do an about or something for your brand just to make up a bunch of BS as to why you started the brand. Is it good to have? Sure. But your about should be about bringing out your product and differentiating it from other brands not trying to make your brand that has been around for a year seem like it has more value than it does.
The reason these guys get love without even dropping their product is because its well put together. In short, take your time, insure quality, differentiate your product, and present it properly.