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.

Lands End has excellent quality Supima Cotton shirts. When buying cotton products, the cotton quality matters.

Look cotton quality first. Supima, California Pima, or labeled 100% long staple cotton. If they don't list the cotton type, I would avoid it. Long staple cotton is softer, more absorbent and sheds less over time as it is made up of long fibers. Cheaper cotton is mixed with broken, smaller fiber which pill and shed. Egyptian cotton is long staple but unless it reads 100%, count on it being a marketing ploy as one only needs to contain Egyptian cotton to be labeled as such and a high percentage of small, cheaper fibers. As far as decent brands at good prices, the Supima cotton towels at Land's End and excellent quality for the price. The Company Store, and Authenticity50 are good additional online sources for Supima cotton towels.