Agree with the ‘ it’s not the brand it’s how it’s made’ sentiment. 100% cotton, densely woven but not velour. That’s all you really need to look for.

I still have towels I bought at Sears when I went off to college, 1990, other than faded a bit, still good. Had and wore out the Target towels from our wedding registry. I guess they were not Targets top tier towels. Still have both children’s nap time towel from kindergarten -Walmart towels!- oldest is now a junior in college and younger is a freshman. The applique on both has worn out but pleasantly surprised at how sturdy snd long lived they have been.

My mom would win the ‘bought the best towel ever’ game though. Moved to England to marry my dad in 1968. Only brought a suitcase of clothes, had to buy household goods when she arrived. Bought a plaid woven towel at some high end department store in London. Still using it, not even faded. 54 years and counting.