These are incredible! Stay soft forever.

https://www.nordstrom.com/s/nordstrom-hydrocotton-bath-towel/2930904?country=US¤cy=USD&utm_content=78494806536&utm_term=pla-321556726236&utm_channel=low_nd_shopping_lia&utm_source=google&utm_campaign=6512984596&adpos=&creative=383012442682&device=c&matchtype=&network=g&acctid=21700000001689570&dskeywordid=92700049880311926&lid=92700049880311926&ds_s_kwgid=58700005470151886&ds_s_inventory_feed_id=97700000007631122&dsproductgroupid=321556726236&product_id=41450728&merchid=1243147&prodctry=US&prodlang=en&channel=local&storeid=623&locationid=9008135&targetid=pla-321556726236&campaignid=6512984596&adgroupid=78494806536&gclid=Cj0KCQiA6fafBhC1ARIsAIJjL8kh-Lmmxsgm0Xy12cTRoSrjx2CKJW55s-9PaJyMOSniVHoW7G2EVgUaAmcMEALw_wcB&gclsrc=aw.ds

Sam's Club hotel collection towels are wonderful. Around $7 for the bath towel. Comes in many colors.

Frontgate, restoration hardware.

Ralph Lauren towels at Home Goods

Believe it or not, Fieldcrest Luxury.

OP, I think you'd get better responses if you posted in the "home decor" forum. I don't consider towels from Costco or Target to be "the best".

I know that Bed Bath and Beyond is on its last leg, but I have really liked some of the towels I bought from them. They sell a range of quality from thin to thick and I love seeing what I'm getting before I buy.

My pillow

Home Improvement forum has covered this several times. Search there.

Target

Costco charisma. Love them.

Amazon Basics.

Company Store
Costco

We're not picky.

I should add, bath and shower towels.

Not sure where to put this, so here it goes! What affordable towels do you love? Really need to pick some up, but every brand I've tried is too fuzzy and pills. Just generally doesn't wash well. I picked up some great ones from Costco years ago and can't find anything as good. What brand do you love? Many thanks.