When you buy new towels wash them before you use them by adding a cup of white vinegar to the wash cycle.
The vinegar will do a couple of things. It will set the color in the towels so that the dye doesn't run; and it removes the residue that the towel was treated with to make it soft in the store - but really non absorbent at home.
It's a good idea to use white vinegar periodically because it removes buildup from your detergent and fabric softener.
You could wash also wash the towels with a cup of baking soda. It will remove buildup and make the towels extra fluffy.
Try to stay away from fabric softener on towels. It coats the towels and makes them harder for the water to absorb.
Instead of fabric softener, toss a couple of tennis balls in the dryer with your towels. They cut static and help the dryer agitate more and fluff them up just the way you like them!
Super soft towels with no lint, can't go wrong with that. I'm Mrs. Fixit and it's just that simple!