Knot Standard ups the ante for the Ice Bucket Challenge

If you’ve taken the Ice Bucket Challenge -- or are goaded into it in the near future -- the deal just got more interesting.

Men’s custom clothier Knot Standard is turning the act of getting soaked with icy liquid into a pretty sweet deal.

For those who’ve been completely disconnected from TV, Facebook, Twitter, Instagram, Reddit and any other vestige of the civilized world, the Ice Bucket Challenge is this season’s fun fad -- the one thing we’ll all remember fondly when we think back on the otherwise dismal summer of 2014. It works like this: you dump a container filled with ice and water over your head, then challenge a few acquaintances to do the same or donate money to the ALS Assn., which supports research into amyotrophic lateral sclerosis, a degenerative condition also known as Lou Gehrig’s disease. In this way both awareness of the disease and money to fight it is being raised. (The association reports it has received $15.6 million in donations since July 29, compared with $1.8 million in the same period last year, my colleague Michael Hiltzik reports. My guess is even people who do dump the bucket contribute money too.)

Now the Knot Standard is upping the ante, inviting participants to upload video of themselves getting soaked to the company Facebook page, www.facebook.com/knotstandard.com/ice-bucket-challenge/. (The uploaded videos will be viewable there and on a page on the Knot Standard’s website.)

Now here’s the good part: the Knot Standard promises to make a $25 contribution in the name of each person who uploads a video and to email the participant a voucher redeemable for a free custom shirt.

The clothier expects to keep the promotion going until around mid September. And it says it’s not capping the amount of donations.

I do wonder if it may rethink that last part if it’s flooded with videos. Because it seems to me this idea could make a big splash.

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