I think anything once used is gonna be a bit less than when compared side by side with new. That said, there are things we can do (like with the ride itself) to preserve the newness as long as possible. I'll include some thoughts in no particular order...
1) The purchase. You can't make a silk purse out of a sows ear. Better towels will likely be better longer...and price is not always a good indicator or a great towel.
2) Dedication. It's always best to dedicate towels for particular service. For example I have some WW towels I use only for no rinse washes, some only for glass, some only for wax/sealant carrier removal.
3) Washing. Optional presoak, then wash 'n double rinse using an additive free detergent. I was using Era, but have been trialing Persil lately. As mentioned, some may benefit from a water softener additive. Although some have suggested special drying, I've always just dried just like the regular laundry.