Like threadcount with sheets, the fineness of a towel's texture is measured in twist, which refers to the amount of twists per inch of yarn.  However, unlike sheets, a higher-twist pile does not necessarily mean the softest towel or even the best buy. The light and fluffy towels you drool over in the store are usually low-twist, while a high-twist pile is dense, heavy and more durable.

Towel Buying Tips:

It's okay to buy for softness, but look for weight as well--in heavy towels, the fibers are tightly woven, more durable, absorbent and last longer.

Look for "combed" cotton, which means that weak, broken threads have been removed leaving only the durable behind

Egyptian, Pima or Turkish Cottons are worthy buys for their rich, premium fiber textures

Bamboo and Organic Cottons are fine green alternatives with Bamboo being a naturally microbial/mildew resistant fabric

Towel Care:
Don't use fabric softener; it decreases absorbency and actually stiffens towels over time

Add a dash of distilled vinegar to your towel load in the wash every now and then to remove any residue or mustiness