You would want to look at cotton quality first and foremost. Look for these 4 distinct phrases: Supima, Pima, Long Staple, or 100% Egyptian (the percentage is important as legally an item only needs 5 percent Egyptian cotton to be labeled as Egyptian). My preference is Supima or American grown Pima as the standards on the product are more highly regulated. These cotton strands are longer and resist pulling through time and typically get better with age. Red Land and Land's End Supima Cotton towels are excellent.