Soaking them in fabric softener is actually going to make them worse! The softener is like hair conditioner, and will build up over time.

To cut the buildup, run clean towels through the washing machine with a cup of vinegar (no detergent or softener), and let it run through the complete cycle, then dry without a dryer sheet. If there is not enough improvement try it again until they're to the state you like.

Then only use softener every few loads.

When I was growing up my mom dried the towels on the line outside, and they were always fluffy. Then after I grew up she started drying them inside, using fabric softener. When I'd come for a visit the towels seemed to repel moisture instead of absorbing it, and they weren't very soft. I wondered why and found this tip about vinegar.

You can also regularly use vinegar in lieu of fabric softener (use white, not apple cider). It will also get musty smells out just great, and it's a lot less expensive than fabric softeners!

The source below is not the same one where I found this advice (that was in a magazine) but it is the same advice!
Source(s):
http://cleaning.tips.net/Pages/T004318_Making_Old_Hard_Towels_Soft_Again.ht...

http://lighterfootstep.com/2009/03/try-a-natural-laundry-softener/

http://www.thriftyfun.com/tf159285.tip.html

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Add 1 cup of white vinegar to your laundry load.
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put them in a tumble dryer
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