"The problem most consumers face when buying towels is the limited information on labels and packaging, making it hard to know exactly what you’re getting. “Industry brands have done a good job of obfuscating the facts, offering few details,” says Jimmy MacDonald, co-founder of Authenticity50, which offers cotton home goods."

The problem most consumers face when buying towels is the limited information on labels and packaging, making it hard to know exactly what you’re getting. “Industry brands have done a good job of obfuscating the facts, offering few details,” says Jimmy MacDonald, co-founder ofAuthenticity50, which offers cotton home goods.