I only buy white towels because I like the aesthetic of crisp white towels and white tile, against a darker bathroom wall color. So when I found a company that literally only sells white towels, I thought I should give them a try, and I'm happy I did. I wasn't that much into the organic thing, but after receiving the package and marketing materials, I totally get it. Organic aside, the overall luxury quality of these towels is clear. The binding is strong, the material is noticeably thick, and I really like that they don't add any of that unnecessary scratchy decorative border that all other towels seem to have - instead, the entire towel is the fluffy, absorbent terry surface. Anyway, I think I found the best white towels!