A towel might feel soft in the store, but that doesn't mean it will stay soft once you wash it. If you want towels that will feel soft throughout their lifespan, materials like rayon, Pima and Egyptian Cotton are your best bet. Photo by EvelynGiggle.
Kimberly Janeway at Consumer Reports asked Pat Slaven, their resident textile engineer, what materials shoppers should look for in their towels. Slaven recommends towels made with rayon, Pima or Egyptian cotton since their yarn is smooth and silky and is less prone to "fuzzies". Those materials are super absorbent too. It's also important you don't go off of feel alone in the store. According to Slaven, manufacturers will coat their towels with a fabric softening finish that makes it feel super soft in the store, but will quickly wear off once you wash it. You can find more towel shopping tips at the link below.
How to Choose Bath Towels That Last [Consumer Reports]